The only key to a good web site is content. Everything else that can be said about making an effective web site derives from the need to deliver good content.

The concept of content goes far beyond mere words and pictures. Content on the web encompasses the entire user experience, including how well the user understands and can use the content.

Content is the combination of words and pictures with presentation and user interaction elements.

Good presentation helps users of your web page understand your message. Bad presentation can prevent users from understanding your message or from being able to find the detailed information they need. Bad presentation frustrates users and drives customers away.

For e-commerce sites, it must be immediately clear to a customer how to order an item, obtain a price quote or find more detailed information about a product. It must also be easy for a customer to browse your inventory or search for a particular item or type of item. It sounds like common sense, but we've all has unpleasant experiences using sites where one or more of these principals is violated.

Similar "common sense" principals apply to other types of web sites. The site itself should be organized in a simple way. Each page should be self-contained for a typical user; meaning that all information and forms needed are available directly on that page. The page should be simple and uncluttered. Any more detailed information or forms used only occasionally should be relegated to other web pages; accessible by using simple and unobtrusive navigational controls.

A good web site presents information in pieces that are easily digested by a typical user. Ways to navigate to more detailed information must be clearly recognizable. Keep in mind that there will usually be more than one kind of "typical user" for a web site. The main page should provide clear ways for each user to find the kind of information that they want.

"Universal" truths:

Properties of a good web site

• Provides concise and useful information.
• Loads quickly. Customers are impatient.
• Makes detailed information readily available to those who want it.
• Facilitates the purchase of your product(s).
• Has a consistent look and feel.
• Is easy to use and navigate.
• Keeps customer information confidential and secure.

Properties of a bad web site

• Violates one or more of the properties of a good web site.
• Reads like an advertisement or sales pitch, not like an information resource.
• Uses graphics with no text description of their meaning or purpose. This is especially true of graphics used for navigational purposes.
• Has lots of animation. The human mind is easily distracted by motion.
• Gratuitous use of new techology. This often annoys the users that can access it and unnecessarily locks out users with older or "the wrong" browsers.
• Fails to reach its target audience.