I love old people. There’s a lot of freedom that comes with the experience of living for a long, long time. It’s fascinating how time changes us.

Web design is notorious for changing every 5 minutes. But there are some principles of effective web strategy that I’m still going to be rallying around when I’m 92 (unless we’re using pure telepathy by then; in that case I would hand my mic over to the dude with the shiny purple turban).

  1. Effective web design is not nearly as much about aesthetics as it is about achieving a desired result. Design for design’s sake does not work on the web. If your goal is to impress the ten people who end up somehow finding your award-winning site, bravo. You did it.

    But I’m betting you had different reasons for wanting a fabulous-looking site. Things like building up a list of people who adore you. Getting email inquiries by the bucketful. Selling your incredible creations to people who appreciate them deeply. Remember: A pretty site does not a successful online venture make. (Although ugly is definitely worse.)

  2. The most effective web strategies are the result of a first creation. Back in the day when Stephen Covey was the only productivity guru I’d ever heard of, I used to mull over his idea of the first creation — this idea that everything involves not one, but two creations. The first being the intentional in-your-brain/on-paper creation that determines the second actual/in-real-life creation. Remember: A lack of the first always leads to a lack in the second.

  3. Today’s never-fail attention-grabbing strategy is tomorrow’s invisible dog. My childhood best friend (whose name was/is also Sarah, resulting in me being called “Sarah Joy” for the second six years of my life) used to have one of those leashes that had an invisible dog on the end of it. I thought that was the coolest thing. And that’s what your web strategy looks like if you’re doing the same things you were doing a year or two ago. Except not as cool. Remember: Keeping people’s attention requires constant innovation. No laurel-resting allowed.

  4. If you’re noticing that everybody’s using a particular strategy, it’s probably on the down-swing. Web strategy needs to be constantly applied in new ways that run against-the-current. They must be tailored to you and your particular brand of awesome. Most busy online entrepreneurs simply adapt what others are doing and call that their strategy. And while that may work for a while, the results will be a watered-down version of what you could be achieving. Remember: While there are tricks and principles to tattoo in your brain, there are no cookie-cutter solutions.

  5. The most successful and enterprising people online make themselves their own best client and customer. Hat tip to Men With Pens for talking about this yesterday. When your business explodes, it’s really hard to keep this in the forefront of your business practice. If anyone knows this, it’s me. But it’s got to be said…hiring strong people to help you is better than crippling your growth. Remember: If you put your business’ oxygen mask on first, you will be better able to serve the world. And oh yeah, define life on your own terms.

These are the reasons I’m launching the Gold-Digging Excursion today. Because there’s something missing in our web presence — it’s the first creation, the strategy. It’s the know-how to actually make our dreams come true. I want you to be equipped throughout your online adventure to make stuff happen in a big way. (And also…gold mining! How fun is that?!)