Interaction design is a user-centered approach to development in which users and their goals are the driving force behind a project's design. Interaction design principles are fundamental to the design and implementation of effective websites, but they are not sufficient. This article argues that, to reach its full potential, a website should also serve as a key component of the institution's, department's, or school's marketing strategy by advancing organizational goals and collecting data to enable evidence-based decision making. Building an engaging, user-focused site that gathers needed data and advances organizational goals is not simple. To do so effectively requires a willingness to approach a website development project in a way that capitalizes on both interaction design and marketing principles. This article proposes such an approach, referred to as results-based interaction design. Successfully implementing a website using results-based interaction design requires a development team with technology and marketing expertise, as well as an administration that supports the effort and views marketing as appropriate in higher education. (Contains 1 table and 30 endnotes.)