The question is no longer should I have a website -- it is essential to credibility in business. The debate now is what kind of site do I need and how does a web site fit into my marketing and communication strategy?

Forrester Research asked 8600 Internet users why they log on to a particular website and why they keep going back to favorite sites. The answer? Good content.

Information is the number one reason people log on to the web. Interesting, useful and relevant content is the top reason people return to a site.

Many sites invest their dollars in design and programming and neglect the content.

The design and the programming are essential - you absolutely need a site that is easy to navigate and looks attractive and professional. But once you have that done, the most important part starts - what do you put on the site?

How can you make your site more effective? Start with a strategy. Learn the power of good content

• What do you want to achieve with your site
• What are your expected business benefits from having a site
• Who is your target audience -very important to nail this down exactly
• Why will they use the site
• What tasks do you want them to complete on your site
• How do people read on the Web -how to prepare the material
• How will you drive traffic to the site
• How often will you update the content
• What resources do you have to achieve these goals

The first two steps need a good brainstorming session.

Take a good look at who you expect to use the site and why.

Find out how web content follows the same rules as print media and how it differs. For instance - How do people read on the Net?

They don't. They scan the page picking out words and sentences that grab their attention. Jacob Nielsen's study on usability - www.useit.com - found that only 16 percent of users actually read word for word.

Pages and pages of text quickly prompt a click out of your site. And they don't have to go looking for another book or magazine to read, your competitor is only a click away.

Make your pages a quick, easy and interesting read. Make it scannable by using

• highlighted keywords
• hypertext links
• sub-headings that are relevant
• bulleted lists
• get their attention in the first few words of a paragraph
• one idea per paragraph
• half the words you would in conventional writing

Good writing and useful information are what make a site "sticky". Good information also positions you as an expert in your field.

What information you can provide to your users that will be valuable and immediately useful to them?

Writing for web is a whole new ball of wax. Get your communications staff trained on web writing or out source to a good web writer/editor.

Sally Falkow