Basic Principles of Website Design

Understanding the essential elements of website design
As of 2003 the estimates of the number of “pages” on the Internet range from 4 – 6 billion with
Google search engine actually indexing over 3 billion. It is safe to assume that not all these
“pages” are well designed, as a matter of fact there are quite a few that are absolutely terrible!
Good website design is as much a science as an art. An emerging field of research called Human
Computer Interaction (HCI) is the study of how humans search, navigate, and locate information
on computers. Information Architecture (IA) is another new discipline that studies how users
prefer information organization and presentation. Considerable study has been done on
information design principles that are commonly accepted in the print industry and adaptations of
these principles are being transferred to website design.
As we learn more about these new sciences we find that the interactive nature of the Internet
requires that information be presented differently than we would for a printed publication. We find
that the ability to create hyperlinks allows us to offer multiple levels of detail for the website visitor
so they can choose anything from a quick overview (scan) to a detailed description of the
information presented on our website.
We want to make a good first and lasting impression to our new virtual visitors. This may be even
more important than a good first impression in person! I went to the grand opening of a newly
opened store in a small town. The sign on the front was hand-painted on a piece of paneling, the
display window was broken and duct taped, and the inside of the store was disorganized and very
dull. Some items had price tags, some didn’t. Items that should have been grouped logically
together were on opposite sides of the showroom floor. Needless to say, I wasn’t impressed.
Your website visitor’s first impression is at least as important as their first impression of your
physical store. There is a vast chasm between having the ability to design a website and
designing a good website. By identifying and avoiding some of the most common website design
mistakes we can greatly increase our chances of a successful Internet marketing campaign

Suggested Workshop Activities

1. After discussing what eBusiness really is, survey the audience and ask if anyone realizes
they are more of an eBusiness than they thought during the introductions. Some possible
activities that the audience may not have realized include:
a. Using email for business correspondence
b. Buying business supplies and other items online
c. Using electronic accounting and inventory software
d. Using a customer contact database
e. Using computer design programs to make flyers and advertisements
f. Locating potential or new suppliers via the Internet
g. Electronic banking
h. Any other electronic means of doing business
2. Ask the audience if there are other business activities they currently conduct through
traditional (paper-based, fax, phone, etc.) methods that they are interested in moving to
electronic methods.
3. Discuss the drawbacks of moving away from traditional methods of business and
adapting eBusiness methods.
B

What is eBusiness?

When hearing the term “eBusiness” people commonly considered it synonymous with
“eCommerce.” Often vendors selling eCommerce software will refer to their product as an
“eBusiness Solution.” According to Dictionary.com, “Business” is defined as “the occupation,
work, or trade in which a person is engaged.” “Commerce” is defined as “the buying and selling
of goods, especially on a large scale, as between cities or nations.” Adding the e before these
terms does not change their definitions, but rather changes the means and methods we use to
achieve the objectives of our business and to facilitate commerce.
We will use the term eBusiness instead of eCommerce because it represents a more
comprehensive approach to the needs of most businesses. Others will use these terms
interchangeably. Although selling online (eCommerce) is a potential component of an Internet
marketing strategy, it is not feasible for many businesses and not successful for others. The focus
of this course is designed to help small businesses be “Internet enabled” or “Internet savvy”, to
embrace eBusiness, whether or not directly selling online is part of their strategy.
eBusiness is more than Internet marketing. It includes communications, data acquisition and
exchange, financial analysis, customer management, business research, production
technologies, building partnerships, and a wealth of other activities that are part of “doing
business.” What is changing is that we are now doing those same activities with computers, and
are increasingly conducting our business over the Internet. We are doing business electronically.

Hints for successful workshops

If you are an experienced instructor or are fortunate to have that “natural instinct” you don’t need any hints. But if teaching is new to you and you are a bit nervous these ideas may help you launch a successful
workshop.
• Don’t try to cover too much in a short workshop. These materials have been used to
deliver dozens of 32 – 40 hour workshop series. Contrary to common belief, adult
learners will do very well with 3-4 hour sessions and concentrated back-to-back 4 hour
session work well if you are entertaining.
• Take time for warm-ups and introductions at the beginning of a workshop series. Find out
what types of experience the participants have with the materials to be covered before
heading in.
• Expect a wide range of computer proficiency. Most people will know how to operate a
computer but will not be gurus. Make sure you explain any technical terms you use that
are not common. Also, expect at least one participant who got their first computer a few
months ago.
• Take breaks every 1.5 hours, or less.
• It is best if there is computer for everyone in the lab in which you are delivering the
workshop. Even though many of these topics are not hands-on training it helps
participants stay involved, no matter if they only check their email or look up websites.
There are example activities in every chapter that require a comput

History of NGP technology programs

In 1995 the Northern Great Plains Inc (NGP) of Crookston, Minnesota, operating at that time as The Red River Trade Council (RRTC), launched its first series of workshops and technical support programs geared to small businesses in rural areas. The first project, funded by the U.S. Department of Agriculture, was designed to investigate whether the Internet held potential for small agribusiness. Working with seven agribusinesses located near Crookston, the project employed students from the University of Minnesota in Crookston to design websites for the businesses. Bruce Brorson, faculty member at the University and RRTC project manager, delivered a series of workshops to businesses to help them understand the Internet basics of using email, designing websites, and connecting their office computers to the Internet. It is interesting to note that all seven of these businesses are still actively maintaining web presences and one business has progressed to an eCommerce site that sells fertilizer and chemicals online. Brorson’s expertise was essential to the success of the workshop series. As a small business owner, professor of business and marketing, self-confessed technology guru, and tenacious researcher, Brorson drew together a set of issues and provided expertise that was highly relevant to this new frontier of the Internet.The next NGP/RRTC project, funded by the Ford Foundation, targeted women-owned businesses. Again employing students to design web pages for participant businesses, the project culminated with a “Women in Business” web portal, complete with a topic specific search engine and our first secure eCommerce store in 1998. In 1998,
NGP/RRTC received funding from Minnesota Technology, a manufacturing support organization funded by the State of Minnesota. The Manufacturer’s Network project was designed to serve a much larger audience, scaling from the seven to twelve participants in previous projects to over 200 companies served. In February 1998, Steve Hannah joined NGP/RRTC as the Internet Systems Administrator. In addition to having students develop websites for those companies who decided to employ their services, NGP/RRTC would help them register a domain name, host their sites for an incubation period, provide email services at their domain name, offer company network evaluations and onsite configuration services, and act as a Help Desk for computer issues, and offer technical support for most any technology issue.
By the end of 2001, NGP/RRTC had provided the following services:
• Over 300 participants from 200 businesses had attended at least one of over 90
workshops.
• Student web designers had created over 100 websites.
• NGP/RRTC servers were hosting over 90 websites.
• Approximately 20 businesses had received onsite technical configuration services for
their computers and networks.
• Over 1500 telephone and email requests for technical advise were logged.
In February of 2002, NGP received funding from the U.S. Department of Labor for a project
entitled “Building an eBusiness Workforce in the Northern Great Plains.” The goals of the project
were to:
Building Small Business Websites - 7
• Provide approximately 40 hours of training in the use of the Internet for small business to
at least 200 participants and at least 50 businesses in 10 communities in the states of
Minnesota, North Dakota, South Dakota, Iowa, and Nebraska.
• Assist in short and long range community technology education planning.
• Provide technical assistance and Help Desk services to project participants.
• Provide community grants of up to $10,000 to help communities continue their
technology education programs.
As of the end of 2003, this project has provided training and planning services in the following
communities:
• Iowa – Centerville, Cherokee, Laurens, Lake Mills
• Nebraska – Cambridge, West Point
• South Dakota – Canton, Lemmon
• Minnesota – Lakefield
• North Dakota – Hettinger, Bottineau