This book is written for everyone involved in building a business website. Designers, copywriters, developers, information architects, and marketing experts will all find the content interesting—and even applicable in most parts. The book is about web design for businesses,so whether you are a freelancer consulting with organizations or a member of an in-house team, this book is for you. If you are looking for hardcore code examples, in-depth explanations of deprecated tags in XHTML, or complicated CSS hacks to get Internet Explorer to work right, there are many other books in the friends of ED catalog that will serve you better. Web Design and Marketing Solutions for Business Websites is for those who want to improve the performance of their business site through better writing, stronger design, effective usability, and practical analysis—all with an eye toward serving the customer a better experience. The Internet encompasses all types of websites, from social media monoliths to individual blogs, from Justin Timberlake fan sites to Fortune 500 businesses. Everyone has a voice, and the medium has become the ultimate level playing field for those seeking to interact with the world through an always-on, instantly available, nearly ubiquitous venue. Fewer benefit more than businesses. In this sense, the term business is encompassing; we’re talking about mom-and-pop stores, global giants, local nonprofits, churches, and more—anyone who seeks to create a conversation with customers, clients, patrons, members, and prospects. Web Design and Marketing Solutions for Business Websites was written to help make those websites better. Since the lifeblood of business is fostering customer relationships, it is imperative that a website serve that purpose unequivocally. From the very first contact with a prospect, to guiding them through the conversion funnel, to sustaining them with ample support material, to maintaining contact through proactive communication—all of this is designed to attract customers and keep them satisfied for the duration of the relationship with your company. This book covers the many facets of building a site that serves customers and maintains a positive marketing light on the company. First, the basics: content, accessibility, and architecture. Next, the guts of the website: the homepage, the About section, products and services, support, and the blog. After that, enhancing the website: testimonials, legal material, and strong contingency design. Finally, promoting the website: search engine optimization, customer newsletters, and advertising. A site that maintains a strong blend of all these aspects will serve the business well, and only help to complement the company’s other marketing goals.

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