Since mid 1990s internet has been developing rapidly to become the most booming and emerging media in late history and play an important role in living. Therefore, how to design an interface of easy to use has become an important issue pertaining to Human Computer Interaction. Norman (1986) proposed in the human computer interaction, there is a design model in the mind of designer. In turn, the designer will follow design model and to design a set of system image that is functional, learnable, and usable. Therefore, we want to understand the critical factor of influencing toward website construction, we should find out the mental model that web design team at first. In this paper, we using the Interactive Qualitative Analysis (IQA) approach. The data collection method of the participant of the focus groupis silent brainstorming is adopted. Further analyze web design teamis the conceptual model on website construction through inductive coding and axial coding. The result shows the affinities of 9 web design team is thus produced. And, Business Decision, Team Performance, Self-Fulfillment and Entrepreneur Communication are main influence factor. These factors can lead trend and goal of a website.