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Chapter 13

Web Site Development and Design

13.1 Introduction

Web development and design are at the heart of successful eMarketing, yet many marketers do not

understand the importance of laying solid foundations here. Like building a house, solid foundations

are key to stability, longevity, and even scalability. Developing a Web site involves more than

choosing colors and header images.

While it is tempting to focus on the design aesthetics of Web sites, and eye-catching Web sites can be

converting Web sites, it is important to remember that a Web site is a marketing tool that should be

increasing revenue for the company. Web sites should be built to serve the needs of the user. A Web

site is not something that users stare at—navigation usually requires action and interaction from the

Web visitor. If the user’s needs are served, the Web site will be more likely to enable the company to

achieve its goals.

Figure 13.1 Important Factors to Consider When Optimizing for Search