• help determine the functionality and content needed on the site
• help you communicate with (and put limits on) your Web developers
• allow you to measure your results.

For example, you may decide that the primary purpose of your site is to drive customers to your brick-and-mortar storefront. You can accomplish this with a simple one-page site and smart use of online newsletters, coupons, and promotions.

If, however, you are trying to build brand awareness, your site might need a much more substantial design, deeper content, and a well developed online advertising plan.

For a company that intends to make its living from online sales, then the usability of your Web catalog and shopping cart are vital.

You will want to spend more time and money choosing the right platform and software and developing the user interface.

Although a good Web consultant can help you determine your requirements, it’s a good idea to think them through before your first meeting. It’s hard for a developer to resist suggesting that you use the latest software package or high-tech gizmo on your site. Keeping your goals in mind during the development process will help you and your Web company focus on the most important elements of the site and spend less time and money on elements that won’t add substantially to the bottom line.

Remember that a Web site is a business tool, and like other business initiatives, it should be subject to measurement and analysis. Did it accomplish your intended purpose? Was it cost effective? What was your return on investment? Unless you are clear on your objectives from the start, it will be hard to determine the success of your site.

- Article by Wale Bello