A website should introduce and represent a company, organization or profession to the visitor. The trend today is for someone interested in the owner of the website to visit the website first to learn more about the company or institution, the products or services available, and contact and location information.

The website can be an online brochure for the owner, a brochure far more elaborate than a printed version. The information can be presented in a manner that allows the visitor to locate information easily and conveniently, to view descriptive photographs and graphics, to research various aspects of the company or institution and to gain an impressive image of the website owner. The visual design should give the viewer a favorable visual presentation that enhances the visitor's impression of the website owner. Each website should have an objective to convey to the visitors and should be designed and developed to achieve that objective.

The website should also enhance and increase the effectiveness of any advertising, marketing, or promotion initiated by the website owner. A website owner should be able to refer people to the website to further motivate the viewer to achieve the appropriate reaction.

When planning, designing, and developing a website a primary consideration should be to determine just what the website should accomplish for the owner. Every website should have defined purposes. Then the website should be evaluated regarding how the objectives have been accomplished and then tested for effectiveness.

H&A Webcrafters provides website visitor statistics to aid the client in evaluating the effectiveness of the website.