It's risky to start a design before paying close attention to what a site will feature and why.

A good site design creates a structure that enables a clear two-way dialogue with all its users.

Content is what it's all about.

It's content that makes a site work, flow and communicate well with the right tone.

It's our job to maximise a web site's effectiveness and that means understanding how users will interact with a site's content.

It always helps to have a framework to start from, so that we're not designing into thin air.

A good way to build a framework is to list what a site has to say, and then prioritise those messages.

I like to picture an active two-way conversation between the site and the user.