All successful web site designs must strongly consider these three elements: Identity, Information, and Functionality.

Identity is the overall impression you make on your customers and perspective customers. To be effective, it must be compelling and consistent. On a web site, it all starts with the first impression, which the viewer imprints through their experience with the overall visual impact. The logo, imagery, typeface selection, and page layout must harmonize with your business principles.

Information can be transmitted with text, images, audio, video, or a combination thereof. If Identity is the big picture bird’s-eye view, the Information is the ground-level view of of your business. You can describe your business in specific detail, or have it described for you through placement of testimonials, reviews, and other forms of user generated content. If your site has advertising, this is also considered as Information the site offers.

Functionality is what your site will let your visitors do once they arrive. Will they buy products, fill out forms, or just search for information? The site’s functionality should be implemented to enable to most convenient and optimal use.