Image.  We want potential customers to learn about our company, and gain a favorable impression of us.

Prospect List.  We want to develop a qualified list of prospects for our products and services.

Sales.  We want to sell products directly from our Web pages.Other.  Other reasons (write them down).

Product/Services Information.  With photos and text describe the benefits to your customers of your goods and/or services.  You can also show features, applications, or examples.  Use a major branch for each major product line.   You can also use your Web pages as a catalog, which you can update easily, inexpensively, and often.

Order Form/Feedback.  This will include a form which e-mail's your customer's information to you.  It should also include a way for the viewer to contact you with feedback about the site and provide you with a way of qualifying potential customers or clients.  This is the most interactive page on your site and the most important to your business.  This is where you'll conduct surveys, contests, and use other marketing devices to get your customer's business.

About Your Organization/Mission Statement.  This section may include a vision or mission statement, history of your business or organization, a philosophy of how you do business, etc.  Sell the customer on why he or she should do business with you rather than with your competitor.

Top-Of-Page Graphic.  A graphic logo at the top of each of your pages helps unify your Web pages.  You can use a smaller version of your business logo, or perhaps a band at the top of the page with your company name and a small graphic.  Call this something like "logo.gif".  That way if you want to change it, you don't have to alter every page, just upload a new image with that name.

Page Background.  Textured and colored backgrounds are proliferating on the Web.  They can unify your pages.  This is like the tiled wallpaper used on your computer's desktop.  I call this something like "bg.gif" so it can be changed easily.  Alternatively, you can specify an RGB color for the background.  Both texture and color will make your site special, but you have to be careful that your text is easily readable when you're finished.  Many Web sites today use a simple white background for readability by most Web browser and monitor configurations.

Headings.  Decide what the heading (and sub-heads) will look like on these pages and use them consistently.  Start by creating an outline (down to 3 levels or so) of your content and then decide if you want a "Centered" look or "Flush-Left" (or Right).

Body Text and Photos.  Decide where you want to place the text and photos -- you could have a layout where all the photos are on the left (or right) and the text opposite, you could alternate the photos with the text or you can have both centered one below the other.  Check out some magazines and newspapers for ideas.

Navigation.  You need to have Navigation elements that will allow your customer to jump to another section of your Web site (or page, if it's a long one). Most common is a "Home", "Next (or Previous) Page", or "Top of Page" clickable element, either using "clickable images", "buttons", or text.  You may want some sort of Navigation Bar if your site has a lot of pages and maybe a "Site Map", which is just an outline of the pages on your site.

Links.  Links to other pages and sites on the Web that your viewer might be interested in.  Remember, though, you've just gotten your customer in your store so don't send him away until he's read your message.  Don't show your viewer other cool sites until you've gotten his name, address, and hopefully his order.  That's what the purpose of your site is: business.

Signature and Copyright.  Sign your pages so the author is apparent (e.g., Designed by A. Webdesigner) and don't forget to link it to a "mail to" form which allows him or her to send you e-mail and feedback on the site.  Also add a Copyright line to prove ownership of the page and the elements on it.  This, and the next two elements should be in the "Footer" section of the page.

Last Update.  If your site's information changes frequently, an update date is helpful.  If the content doesn't change much, don't use the "Last Updated" tag or the site will look as if it's abandoned.

Graphic Rules and Lines.  These take a few seconds to load, but can spice up your page, especially if they are coordinated with the color scheme you have designed.  They can be applied either horizontally (Rules) or vertically (Lines) down one side or to separate two columns.

List Elements.  List elements allow you to create a variety of listing types and outlines.  You can create bulleted lists, numbered lists, definition lists(like a dictionary), and menus (like a table-of- contents.)

Graphic Bullets.  Colored balls, arrows, and pointers are also available for use on your pages.  A little color goes a long way so use complementary colors for all your graphic elements.

Graphic Icons.  Draw your customers' attention to items you may have added recently.  How about "New", "Updated", "Sale" or "Special" icons.

Requests for Information.  Have a place for name, address, phone number, etc., as well as check boxes to request information on certain products or services.  This can be an "auto responder" that automatically sends information you've uploaded to your Web site when the client clicks on a button on your Web page.

Order Forms.  Ideally, you take the order right on-line.  Since people are still concerned with security of their credit card information on the Internet, consider using a combination of an order form and an 800 number.  Former customers could order on the basis of credit information they have previously given you, or you could have a page that contains an order form your customer can print out, fill out manually, and mail in with a check.