Clarity
Your customers need to find the information they want as quickly as possible. Clear menus and navigation through the site are essential features for a successful experience.

Simplicity
The marketing people will have you say three words when one will do. A good web site recognises who your audience is, and speaks to them without unnecessary and confusing terminology.

Priority
Bring your most important messages to the forefront to grab the attention of the visitor.

Completeness
Your customer comes to your site with an appetite for information. Make sure you provide everything they need.

Functionality
Provide a smooth passage from the giving of information to selling your product/ service or getting your message across.