By Natalie J. Armstrong,
www.MarketingMediation.com

1. Graphically appealing and graphically appropriate for the viewing audience. Keep in mind the preferences of your target market when you begin the design process. For instance, if you are marketing to architects and engineers you will want to satiate their desire for visual stimulation.
2. Easy to navigate. Keep the buttons to a minimum and always locate them in the same position on the site. Title your buttons clearly and concisely. Keep the information together in the most logical sequential order.
3. Complete contact information should be on every page in a static location. If you have downloadable files, provide the viewer the appropriate software link so that they can download the program they will need to view your files.
4. Font size and color be aware of the readers comfort when you choose your font sizes and colors. Your practice specialty is elder care then you will want to utilize a font that is somewhat larger than usual. As for color, high contrast colors make it easier to read black text.
5. Content should be 90% about benefits to the reader and 10% about you. Every page should have a purpose that fits into the overall purpose of the sight.
6. Have a contact page to invite viewers to contact you, use the information to answer their questions and concerns, follow up with more information and build your database of potential clients.
7. Less is more. Don’t overwhelm your visitor with too much color, too much text, and too much content. If you answered their key questions and concerns within the first minute and a half, you’ll lose them entirely.
8. Statistics. Keep track to the site statistics so that you can better use the site as a marketing tool. Pay attention to where the visitors enter and more importantly where they leave.

Natalie J. Armstrong is the Founder and Managing Director of Golden Media, a marketing and consulting firm dedicated to promoting the resolution industry. She is the author of The Essential Guide to Marketing Your ADR Practice and speaks internationally on business development and the successful marketing strategies of the conflict resolution industry. More ADR Practice Development articles and information about Ms. Armstrong and Golden Media can be found at www.MarketingMediation.com.