Bringing the local association online: guiding principles for developing a professional Web presence: Part one.(Forum Focus: Local Associations)(Column)

Editor's Note: This is the first column in a three-part series that focuses on developing a website, The second and third installments will be featured in the June/July 2006 AMT and October/November 2006 AMT.

Developing a website is a complex and time-intensive effort. It can be difficult to create a lasting and usable tool that will endure the ever-changing nature of the Internet. The best sites are well planned, thoughtfully designed and user-friendly.

There are three important stages of web design: planning, design and implementation. Surprisingly, the first two stages need not be done on a computer--in fact, the "ancient" technologies of pencil and paper will do just fine and eliminate any issues that may arise when starting with the visual template first, rather than content. It is also important to include a variety of individuals from the organization in the planning and design to ensure a balanced and comprehensive approach to the website's development.

Content is the most important part of any successful website, for no matter how visually pleasing or elegant the design, if a visitor can't locate information, the website has not fulfilled its purpose. Knowledge of the association's needs and the potential needs of those visiting its website are the key indicators for determining content. Begin by thinking about individual and collective needs and exploring the reasons behind the website's development. There are several key questions to consider during this stage:

Why Have a Website?

If the local association spans a large geographic area, the primary goal might be to use the website as a vehicle for communication to connect all members. If numbers are low, it might also serve as a tool for encouraging non-members to participate in association programs. It is important to ask the question "Why are we doing this?"

Our Target Audience?