Superior website ... satisfied users

Although publishing a cosmetically appealing site is important, it will serve no purpose if the flashy web destination is riddled with broken links and obsolete content that has not been updated for years. More often than not, this is the main reason for dwindling usage (and business) metrics, representing the worst nightmare for any Internet business manager.

Where to begin ...

Complete overhaul? Redesign the homepage only? Try new paints? There are always considerations that will require attention but by and large, the core design question that must be addressed before venturing into other considerations is: Does my website reflect its purpose and appeals to the audience?

Remember the basics ...

Here are some cues that may help in publishing an effective website built around Internet design basics:

- Always keep your customers in mind. All relevant, user-centric information needs to be accessible. Your audience is unlikely to return if they cannot easily interact with your website.

- Clarity of intent and navigation. If customers cannot ascertain where they are and what purpose does a particular page serve in the first few seconds, the website's communication needs improvement.

- Do not confuse the audience. Make sure that your fonts and colors are simple and clean. Avoid eyesores or fancy fonts and maintain subtle color schemes.

- Let your customers control their web experience. Always consider the time a page would take to render via broadband vs. dial-up. Be considerate and do not push heavy JPEGs or Flash content without warning.

- Regularly audit yourself. Broken links or obsolete marketing offers are extremely irritating experiences. Adopt a routine to validate the "freshness" of your content and never offer expired promotions.