What information should be on your Web site?
First write down the objectives of the site.
Most sites are looking to sell or help sell products or services.
Create content that informs (and sells) your products or services to the site visitors.

	What is your product or service?
	How often have you arrived on a Web page and found it wasn't what you were looking for? How often have you arrived and not been sure if it is what you're looking for? The blocks of text and images should instantly tell the site visitor what your site offers. Give site visitors easy access to further information on your products and services. Give them supporting information such as company history, company philosophy, the latest financial's, product support material and news that they can perhaps subscribe to.
	Why do they need / want your product or service?
	Increasingly few products are necessities. So re-enforce why the site visitor needs what you offer.
	Why should they obtain that product or service from you?
	What sets you apart from the alternatives, which may be rival products or a different solution?
	How do they obtain the product or service from you?
	At the very least have a link to your contact details obvious from every page. How often have you gone to a site just to find a phone number because you don't have their diary to hand? Make it easy for the site visitors to obtain your product or service, make it easy for them to contact you.

Search Engine Optimisation: What should you consider for each specific Web page?
Most (but not all) Web sites want to be well listed with the search engines.
To maximise the ranking of a site (and each of the pages in a site) with the search engines, each critical page should have the following 4 elements.

	Page Title - max 15 words
	Every page on your site should have a unique and relevant title that is no more than 15 words long. eg Embado, we create and maintain Web sites for our clients. The page title is displayed in the top bar of your browser.
	Page Description - max 25 words
	Hidden in the code of each page should be a description of the page. The search engines use the hidden "Description" and "Keywords" to index and rank your Web site. This must be a real sentence, and is often an expansion of the page Title. eg Embado have over 5 years experience building and maintaining value for money Web sites for our clients. The page description is not visible to Web site visitors.
	Page Keywords - first 6 the most important
	Think of the keywords and phrases (eg Web sites) that you think are relevant for users looking for your Web site. Some search engines will only consider the first 6 words / phrases. The page keywords are not visible to Web site visitors.
	Page Content - text, images and other features.
	The search engines will look to check that the words / phrases you've used in your Title, Description and Keywords overlap. So where possible have the description of the site, using as many of your keywords / phrases as possible at or near the top of the page.

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