This document discusses principles for customer-focused websites. It emphasizes that websites should be interactive and experience-driven, not just presentational or project-based. Websites should focus on customer journeys, not just family trees or structures. Clarity, transparency and service should be prioritized over persuasion, fudging or making promises. The overall message is that websites need to consider the customer perspective above all else.

1. customer
focussed
websites

2. Gareth Dunlop
Founder & CEO
Fathom_
028 9099 2822
gareth@fathom.ie

3. active
NOT
passive

4. the children
reader
user
customer
the children
reader
user
customer
will someone
please think
about the
reader!
user!
customer!
children!

10. interactive
NOT
presentational

13. process
NOT
project

17. journeys
NOT
family trees

18. how we view our websites

19. how our customers view our websites

20. how our customers view our websites

21. words
NOT
images

25. rule
NOT
exception

29. transparency
NOTfudge

36. clarity
NOT
persuasion

39. service
NOT
promises

44. Welcome to
CEOs Welcome Message
DidWe are VERYown you.
Seriously! We VERY
you $20bn those zeroes?
count each
Thank you for visiting Google. We hope that you enjoy visiting our
website. We have a range of exciting products and services for you
to enjoy, including search, image search, blogging tools and email.
That’s rightused …indeed!
All tenGetthem to it.
rich gentlemen beautiful
of $20,000,000,000
Please don’t hesitate to get in touch for more information.

45. giving attention
NOT
getting attention

46. © Gerry McGovern

47. © Gerry McGovern

48. Gareth Dunlop
Founder & CEO
Fathom_
028 9099 2822
gareth@fathom.ie