A prioritized bullet list of what you want visitors to do— on retail sites, it’s to buy something; with blogs, it’s subscribing; organizations may want donations or volunteers.
Whatever it is, it must be well-defined. Diffuse objectives will result in a confusing experience.
Content is king. It must be clear and concise, bringing concepts to the visitors’ attention while including search keywords and phrases and carrying the organization’s strategic goals.
Proper tone and length of content are extremely important.
The photography and graphics are perhaps more important than the copy because they convey outcomes. A yoga studio is not selling the floors and walls, it is selling health. A construction company is not selling framing or windows, it is selling a happy home.
The design must be centered around achieving goals. People go to a website and sit through the slideshow at the top, like…uh, never.
A website is a tool.
My job is building your site so it conveys your image and encourages action.