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Like most forms of communication or marketing, many “Web” awards are presented for the “Best,” “Top” or “Most Visited” Web sites. However, the Web site is not successful dependent on any of these or any other number of categories. For, like communication and marketing, the Web site is a management tool for organizations or individuals who wish to coordinate its use in helping them achieve their particular objectives. This is because the Web site is “yet another powerful tool to help achieve the goals of the enterprise. The enterprise can be a business, a school, a government agency, or an individual. It doesn’t matter who sponsors the Web site; the Web site should be viewed as a key new tool and must play its team role,” (Sachs and Stair, 1997: 14). The Web site is anchored on the Web by the design and utilization of the Web or “Home” page which often has various links to other Web pages that have less general and more specific forms and types of information, communication or product and service offerings. However, the Web page is essential for many different reasons. First of all, it is useful because it is designed to support company goals. All stakeholders in the organization (vendors, suppliers, partners, customers, etc.) benefit from the formal or informal advertising the Web page represents. A Web site is often valuable because it can bring speed and efficiency (often with less expense) to many of the activities ca
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ch a way as not only to attract an audience, but also to keep them and have them return once they have found the site, “The visitors have arrived, but as the Web saying goes, ‘you’re only a mouse-click away from obscurity.’ What will you do to interest a visitor? Can you get the visitor to leave some information about themselves for follow-up or a next visit?” (Sachs, et.al., 1997: 15).
There are certain key elements when designing an effective Web page that are integral to its success. A Web page must: be visually appealing; be valuable, useful or fun; be current and timely; be easy to find and use; have intuitive on-page navigation; involve the visitor; be responsive to its users, (Sachs, et.al., 1997: 16-17). The content of the Web page must be meaningful, informative and interesting. Yet, content is only one element of presentation where Web pages are concerned. There are actually four presentation elements, each with their own desirable characteristics that a Web page needs to contain in order for it to be effective:
PRESENTATION ELEMENT MEANINGFUL CHARACTERISTICS
Content Meaningful; Informative; Interesting
Entertainment Visually compelling; Delivers message; Positions product; Entertaining con
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Approximate Word count = 1644
Approximate Pages = 7 (250 words per page)
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