Site for redesign: Nancy Johns Gallery and Framing with the link http://nancyjohns.com. Key stakeholder is Nancy Johns, who is the owner of the Gallery. She also maintains her own website. Stakeholders could also be the artists who are represented by the gallery and have their work displayed. The target audience; most likely defined as people in the community who would like to use the framing services or are looking for artwork to purchase.
The primary demographic are people who want to buy original artwork or those who would like their work professionally framed. Further they are in the income bracket to support buying original art or not restricted by economic hardship. Further they could be defined as individuals who are culturally interested in the arts. There seems to be a strong female component as far as gender within the primary audience.
A secondary audience would be those who have visited the gallery, and want to get more information about the artwork they saw. These individual could be defined as those who attended an art opening at the Gallery or a passer by. Artists who are represented by the gallery would have an interest in returning to show their work to family or friends, who in turn would also be construed as a secondary audience. The Gallery site has the list of artists represented by the Gallery and photographs of their artwork. The website provides a list of valuable resources in the arts within the community. Currently the products and services of the Gallery are overshadowed by a rather long list of art resources and non-art resources. My recommendation is to bring the artwork (products) and framing (services) as the focus of the site. Making it more interactive, and shorter download times for images by having image files that are compatible to web standards, as the ones presently used have a longer download time and are quite large. Organizing the information to benefit the audience, so that the likelihood that they come to the Gallery to either purchase a product or service will be the goal. Working with the key stakeholder who is the owner will be of benefit to find out if she has analytics running on her site, and to find out if any of her clients are referred to her business from the website information.