When you’re creating a new Web site ( or recreating one), it’s imperative to have the right team in place. Three very distinct and equally important areas need to be covered.

Programming. Regardless of its complexity, your Web site must be search engine-friendly. Programmers with search engine marketing (SEM) experience know how to build sites for strong organic search performance. If your Web site includes complex applications such as e-commerce, make sure your programmer has the human and technical resources to do the job.

Design. A well-programmed but unattractive Web site seldom converts traffic into customers. Page layout, color schemes, graphics, titles, menu bars, etc., must be woven together into a single piece that captures the imagination of the visitor. Equally important, designers and programmers must collaborate early-on to devise a solid plan for navigation. When visitors become confused trying to locate information on a site, they leave, never to return.

Content. Eventually, after all the knock-out design and dazzling applications have suitably impressed your visitors, they’ll want to read whatever it is you have to say. Strong Web content says it quickly, in short bursts, and with emphasis on benefits. Frequently, however, content winds up ponderous, lengthy, and emphasizing features. In some extreme cases, the site would be better served by displaying a blank page.

Often it takes more than one firm to bring all these talents together. But Web developers often collaborate, and the best ones will tell you where they excel and where they don’t. Take the time to put together the right team, and you’ll end up with the right site.