There are key factors to consider when building, optimizing and maintaining your websites:
1) Answer key questions about: a) your target audience, b) features, benefits, c) your purpose/goal, and d) call-to-action.
2) Build your website for today and tomorrow–make sure that it will stand the test of time
3) Take personal charge of your website, not your web team
4) Don’t be sloppy on words/content/copy