When trying to figure out where to start with a web design, one of the most important factors to consider is most definitely the audience. You have to understand the purpose of the website and think about the things your user (viewer) is most likely coming to the site for. Once you determine who the user is look at other sites in the same category of your content to see what works and what doesn't work. Keep the audience first and design as if you were the user yourself. Think about sites that you visit and notate what works and don't work then determine how you would have done it differently. After you come up with the design, have someone to test the design for you to see if they are able to easily locate information. Here is and article on 20 Do's and Don'ts of Effective Web Design. Also keep in mind the device your audience may use to view the site so you want to make sure it is a responsive design (http://whyresponsivedesign.com/).
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