Glen Turpin, Corporate Communications Manager for Quark, said "Our site architecture has evolved over time to meet needs of people who visit site. Understanding who those people are and what they want is critical."

Find Out Who Your Visitors Are and Invite them Back!

An important key to getting return visitors is "the reminder." Tell them that you have something new for them to see. How do you do that?

Develop an "opt-in" e-mail database. Give viewer option to send you their e-mail address. Then, on a regular basis, send out a newsletter to your list that gives a brief synopsis of new items on your site. Provide a link in your newsletter so that viewer can easily jump to your site.

What It All Comes Down To...

Are you a music fan? Have you listened to same CD everyday since you were born? Chances are answer is "No." If your favorite music artist puts out a new album, do you purchase it? Most likely yes. Why? Because it's new.

Imagine that your company is a famous band. Your web site has fallen to obscurity on pop charts. It's time to give public something new to hum along with. Keep content fresh!

You may also want to talk to others related to field, but do not give away store. Prepare a list of key questions that will help you understand your target market. Then ask your questions in an informal setting. Go to trade shows and seminars. Read everything you can related to your concept. Absorb as much information as possible.

Once you’ve convinced yourself that you’re on right track, commit your idea to a business plan. This is important even if you have an established brick and mortar business and are just bringing it to World Wide Web. It helps to organize and streamline your thoughts. The business plan is a key element in design process. Be creative and accurate.

If you have capital to develop your project you may still want to distribute your plan to investors. If they consistently balk, it is time to reevaluate your idea. If you find an investor that believes in your idea, he or she may be able to assist you in refining it, streamlining it.

To sum up, determining if your Web site concept is really marketable requires research! Never assume that your idea will fly. Do your homework!