When it comes to planning a website there are two things that make each process different. The first is the nature of the site. In other words, question the main purpose and thrust of the site. Is it to sell or to inform? The answer to that initial point of departure has long lasting implications, reaching far in space and time.

Purpose
The initial blueprint of the website, should give you adequate direction to judge the purpose of the site. Every website has a purpose. It eventual purpose is commerce; however, there is a subtle yet distinct difference when comparing Status Purpose and Real Purpose. For example, your Real Purpose could be about increasing market share, while your Stated Purpose is to provide as much information to the general public as possible.

Visual Temperature
Once the strategy is derived from the stated and real purpose, the visual appeal can be synthesized. This is important because how a site looks is as important, and in some cases, more important than the narrative. Questions of perception need to be posed and solutions brainstormed. For example, a dental website may choose to visually appeal to a person’s expectations of hygiene and keep the background white. Or, try to display a very chic look for cosmetic dentistry and go with a black background. The visual temperature must gel well with the real purpose of the site.

Maneuverability And Relevance
The site must have enough tools to maneuver through the pages and it must have ways to make it easier for customers to come back to certain page. It must also be succinct yet informative. Some pitfalls include writers who try to deliver too much content but instead loose the reader, while others try to say too little and make it look shallow. The key to a good paragraph is a good heading, and the narrative that stays true to the heading and remains relevant to the real purpose.

This three-prong strategy is but one method to build a dental website in a coherent and focused manner. It must also be noted that building a dental site, or any other site is an iterative process and as such the work that starts and embarked upon is always improving, even at the point of publishing. Prior to publishing it’s always good to have a focus group visit the site and get feedback as to what they think and feel. Even after going live, it’s best to monitor bounce rates and im

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