Professionals who produce every day in those traditional mediums can come in, analyze a business, gauge its needs and deliver or die. Web site design is no different. No matter how brilliant or experienced, in-house MIS departments or graphic design departments usually have missing skills when it comes to interactive information design. Successful web sites require a unique combination of computer programming and graphic design all tied together and driven by the interactive information design that best suits the goals of your web site. 

Most companies approach a web site as though it were just another form of brochure. They've done them before and they understand them. A web site is the antithesis of a brochure. A brochure reduces your information to bullet points. It is intended only to arouse interest and trigger an incoming call. Bullet points are only the beginning of an effective web site. The depth and diversity of information is what distinguishes an effective web presence from a ho-hum, browse-once-and-move-on experience. You capture the widest audience with the broadest, deepest and most comprehensive information. 

On the net, people are looking for information. The ideal is to complete whatever transactional goal you have set without breaking the initial contact. And always remember your goals may not initially coincide with the goals of the person visiting your site. Finding ways to "cast a net" that will accommodate both agendas is key. That "agenda vortex" is where interactive information design plays its pivotal role.