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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