Time and time again I use valuable tid-bits of information learned during my education at NYU.  I graduated in 1984 as a theater major and made a circuitous route to computer science.  You might ask, "What does theater have to do with the Web?"  Well, although the web can be theatrical, that's not exactly what I'm talking about. 

In my directing class at Playwrights Horizons I was taught to find the 'spine' of a play when approaching a new directing project.  What is the playwright trying to convey?  What is it all about?   It is the responsibility of the director to determine what that 'spine' is and to get that message to the audience.  Every element within the production should have something to do with the spine of the play.  Webster's dictionary defines spine as: something resembling a spinal column or constituting a central axis or chief support.  The message was, if it is superfluous, get rid of it.

So, how does this relate to the web?  Simply put, your web site needs a spine.  But how do you find that spine?  The fact is, the only way to start a web site is to relate it to your business plan - which is the spine of your business.  The business plan defines the purpose of the business, the method it will use to conduct business, the current and future direction.  You can't put a business together without it and you can't put a web site together without it.

First, ask yourself a few questions:

• What is my business about - what makes it money?
• Who am I selling to?
• What is the immediate goal of a web site?
• What are the future goals of a web site?
• What is the budget for the web site's creation?
• What is the budget for the web site's maintenance?

Spend some time with these questions.  Be sure to answer them without prejudice - don't worry about what can or can't be done at this point, just answer the questions.  Then take a look at the competition.  What do they have that you don't want or want - and what do they not have that you should.

Some web sites clearly define their spine and some don't.  Learn from those that do.  When you enter a web site and take a quick look around, you can tell if the spine is clearly defined.  For instance, O'REILLY.COM.  They are about computer books, conferences, online publishing.  Says so right on the front page, right under their name.  From the home page you can see lists of O'Reilly books, check out the resource center, find links to blogs, and go to the 'network' for O'Reilly.  The home page gives previews and reviews of the latest books.  With one click you can find a store that sells O'Reilly books.  All these pieces relate to selling books, conferences and online publishing.  No fuss, no extra.

Ensure that the business purpose is clearly defined on the home page.  Ensure that navigation is easy and consistent.  If there are editorials on a website, it should be a website that dedicates itself to some sort of philosophy or contributed publications.  If not, then the reader will assume the articles are written by your business and that might not be the message you want to send.

'Community' sections are all the rage on web sites.  The purpose of this section is to keep the interest of the viewer by adding links to internal or external web sites about the subject of the business.   Conceptually it will keep traffic coming to your site, since you are a good repository of information.  An example of community on the web is on the White Flower Farm website.  The Growing Instruction or Garden Wisdom section gives information to a shopper above and beyond the buying experience.  A gardener might want to come here just to for the resource information.  And once at the site, they are more likely to buy.  Community sections need to apply to the target client audience.  If it doesn't, it shouldn't be there.  Does it really make sense for a software-consulting firm to have a link to an article entitled 'How can I restrict a DEFUNCT process in Solaris'?  Granted, it might make potential clients think you know lots about geek-speak, but it doesn't necessarily keep them coming back.  If it doesn't connect to the spine - rip it out - you are wasting space.

Everything from your logo, to your page colors, to the navigation system to the content must have something to do with the spine.  The site will be cohesive and understandable and get your customers right to the point!

So, if you want a good web site, get a spine!