by Teri Robnett
(published in Brainstorm March/April 2004)

Are you looking for a way to get better results from your web site? Do you want to avoid throwing money at a web site that doesn't work. Maybe you should consider integration.

Every web site is made up of several components that affect one another in various ways:

• Design
• Programming
• Navigation
• Content
• Usability
• Promotion and marketing

For example, some web sites may have beautiful and elaborate graphics, but take too long to load. Others struggle to deliver usable information because the navigation is so difficult that no one can find what they're looking for. They may employ high-end technology that looks cool but serves no real purpose other than making the site more complicated. Still others have compatible design, programming, content, and navigation, but if resources aren't available for promoting the site, there will be few visitors that ever see it.

For a web site to be effective every component must work with the others. When they are out of balance, the web site simply can't deliver it's full benefits to either the owner or the visitor. Businesses and nonprofits, large and small, continue to pour time and money into web sites that aren't delivering the desired results.

Most designers aren't programmers. Most programmers aren't designers. And you'll rarely find that either of them really know copywriting or marketing. Although they may be experts at their piece of the puzzle, they may not have the special expertise and understanding to achieve effective integration.

Whole Brain Technologies offers something few other internet development firms can: web sites that integrate all the components necessary for success, from design and technology to content and promotion. Integration can be a valuable tool for achieving the results you want from your web site. Contact us to discuss how we can put the Power of Integration to work for you.

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