weWhat do you want your visitors to do? Every web site design should have primary and secondary objectives, for all visitors. Some web sites will even have third and fourth level objectives. Your objectives will be heavily related to your web site goals. For example, if one of your web site goals was to generate more business, then your primary objective might be – make a sale.

Define very clearly what your primary and secondary objectives are. Plan your web page design so that everything is structured towards achieving those objectives. Examples of objectives are:

• Make a sale

• Receive an enquiry

• Get a subscription to a newsletter

• Get a survey completed

• Sign up a new member

• Give automated answers to commonly asked questions