The first stage of any web site design is the most important, planning the site layout page by page. Taking as read that we have all the information we need to construct the site, now we need to fill the pages. We have the content, but is it all going to be read? Are the viewers going to get your message or are they going to exit in less than 5 seconds?

The internet is a fantastic medium to present all kinds of information but differs greatly from many other forms of medium. As opposed to the print medium for example, where readers take in most the information relayed to them, a web page is predominantly scanned, whereby one or two key phrases are identified and read thoroughly. So how do we ensure that these key facts are read?

One common design principle that is often ignored in the planning stage is to identify where the viewer will read or is more likely to concentrate on. This is known as a viewing hotspot. The area in question is the centre of the monitor. Viewers are more likely to view here first and decide to either read on or exit the site. To ensure maximum impact in this area, careful consideration of what to put into this space and more importantly how to format the content must be given.

If using text, formatting is vital, highlight key phrases using font format tactics such as bold or italic style fonts. Attempt to lead the viewer by the hand into your website. Direct them to where you want them to go. Keep the text clear and concise, tantalise them, and attempt to make them interested and hungry for more. Break up your paragraphs and above all, keep it pertinent. Using active text, such as links within the text, is a tactic that is also proved to be effective. But do try not to over use this; we do not want to make the navigational structure of the site complicated.

The second most viewed area is the banner space. Using this effectively can ensure important messages, branding and contact information is spotted almost instantly. Use this space badly and your viewers will leave rapidly. One of the main factors for bad viewer feedback (or a sharp exit) is to have an over elaborate banner. Using animated images or flash is fine, but they must be optimised effectively by minimising file size (dial up is still the most common form of internet usage). Using this tactic, you may well run the risk of running into banner blindness. People either block these using their firewalls and thus all they will see is your alt text or indeed they will not look at it at all and just leave your site.

Concentrate on these two areas and your site will be well received. The remaining areas of your page space are best described as incidental. So the best practice here would be to conform to design standards such as left side for static or navigational material, right side for news items or changing content and finally the footer, a great place to present your privacy statement, terms and conditions and of course your copyright statement.

There are many other areas of web site design tactics to employ but overall, if you concentrate on where the viewer will look, you will not go far wrong. Always remember to pay respect to your viewers, keep the text short and simple, keep the content optimised and above all, try to avoid the ?bells and whistles?. Internet viewers do not like too much change so stick to a tried and tested formula.