ABSTRACT
Concentrating on presentation, usability and navigation, this chapter considers best practice in the development of the organization’s web presence so that customer needs are met and organizational objectives achieved. Note that this chapter – in keeping with the philosophy of the book – considers the marketing elements of web design and not the technical (IT) issues. This ‘ non – technical ’ approach is not meant to ignore or devalue the input from programmers – this is particularly the case for back – end design (the visible page is the site’s front – end ). Google, for example, has a very simplistic page design and presentation that effi ciently and effectively help the users achieve their aim (generate a search). It is behind the scenes in the back – end design – the search algorithm – where Google programmers earn their pay.
