Creating a successful website can be a hit and miss affair even before you've even thought about attracting users to the site.
There are countless websites, books and consultants dedicated to designing websites, web programming and development, search engine optimisation, usability and accessibility. However even if you have an expert specialising in each field on your development team you will have to make difficult decisions along the way which can have a fundamental impact on how your site will perform. This won't be much of a surprise to anyone in the business.
Web Designers Role
Web designers for instance need to be able to create designs that have a high level of usability as well as creating a visually appealing design that sticks to standard methods of navigation with a colour scheme that conforms to accessibility guidelines. Good guidelines and specifications are needed from the client and the other members of the team prior to commencing work so the designer knows the scope of the project.
Web Developers Role
Web developers need to be aware of search engine optimisation techniques and accessibility practices while building pages based on the chosen design. The choice of development environment is also important. Will your website scale when your users increase? Will your choice of platform and IDE have negative impacts on your SEO and usability efforts? Dreamweaver and other WYSIWIG editors are renound for adding reams of unnecessary HTML to your pages. Visual Studio's standard web controls also introduce problems with large VIEWSTATE tags and lots of pointless nested tables.
Search Engine Marketers Role
Search engine marketers need to make sure that they stick to "White Hat" methodoligies. They will need to have an intimate understanding of your business or product(s) in order perform keyword research.
In the push to get goods search rankings usability can be affected by excessive keyword stuffing, which can make paragraphs of text un-readble.
Usability and Website Testing
While usability evangelists will restrain the designers and developers from using browser plug-in technologies and any form of cutting edge design, or navigational elements that deviate from what Web users' expect. Badly positioned advertisements can also affect the usability of the site especially the flash pop-out kind.
If the client insists on items of functionality and design that will have a detrimental effect on the site such as using a splash page, a non-standard navigation tool etc, he or she will need to be educated on the impact of implementing such items.
Lots of websites fail to look at website development from one or more of these view points and suffer one way or another. Whether that is through confusing users with un-navigable sites, failing to generate traffic because of poor search engine optimisation or making people install software to view your content.
Creating a successful website requires a lot of different skill sets, but this will depend partly on your audience and your individual goals for the project.