Web sites run by small businesses far outnumber the Web sites run by large corporations. This means that most sites are produced and operated on a relatively small budget. Each dollar counts, and must be used carefully.

But few small business owners are spending enough time figuring out what constitutes an effective Web site before they pour money into the project. Time and time again, I see small business Web sites waste their resources on the wrong Web site elements.

When you can't afford to have your Web site designed by a team of experienced professionals, it doesn't mean you have to sacrifice usability and effectiveness. Just focus on your content.

Did you buy your first car when you were young and broke? It often comes down to a battle between your heart and your head (or your heart and your bank account). Flash versus sensibility. Constant mechanical problems versus reliability. A 1967 Volkswagen Bug versus a Honda Civic.

When I purchased my first car after college, I had to go for sensible reliability. My main objective was to get where I needed to get on a daily basis. Flash could come later, when I had a bigger bank account.

The same concept should be applied to Web sites. When money is tight and options must be limited, go for what produces reliable results.

The answer is surprisingly simple: content. The words on the page.

It's hard to go wrong when your Web site offers well-organized, well-written content. I'm not proposing that images and other more complex Web site elements are worthless. No, the best (and most expensive) Web sites seamlessly combine all the elements of professional Web design: graphic design, information design, technical design and content development.

Some companies can afford it all, but most—much like when shopping for a first car—must be pragmatic.

Content Is the Key

Let's identify the basic characteristics that make a Web site effective. Here are some adjectives that come to mind: interesting, informative, useful, attractive, organized, relevant, searchable, usable, fast and highly visible to search engines.

If your Web site does not meet those basic objectives, then it will not meet your customers' objectives, which ultimately means that it will not meet your business objectives.

There's obviously no magic formula that allows you to automatically create a Web site that contains all of the above characteristics. However, it's not an exaggeration to say that good content can bring you the closest to doing so.

Think about the Web site you are on at the moment. How did you find this article, and other articles? The labels are clear, the titles meaningful and concise, the content led you here. The information is designed in an intuitive way that creates a pleasant user experience. The content is current and relevant.

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ABOUT THE AUTHOR

Grace Stoeckle operates Grace Stoeckle Studios (www.gracestoecklestudios.com).