To get what you want from a Web site, it's important to answer at least these three questions:

• What are the primary results or outcomes you want to achieve by having a Web site?
  
  
• Who are your primary target audiences?
  
  
• What approach or strategies are you going to use in your Web site to attract or serve those audiences and get the results you want?

The answers to these questions can be put together in a one-page basic Web Plan, which defines your Web site's mission, target audiences and strategy.

While this will get you started, you'll get better results from your Web site if you consider the basic concepts and principles of effective Web planning.

For larger organizations and Web sites, it is well worth the effort to work through a strategic Web and Internet Planning Process. And, of course, implementation of your Web plan is critical.

Also see WebResults' guides to Web site design and evaluation.