• Web sites should be elegant in both presentation and functionality.

• Color schemes, images and presentation techniques should appeal to your specific target market.

• All text should be large enough and prominent enough to read with ease.

• Every Web page should focus on one primary message.

Website design should attract -- not scare off or put off -- visitors.

Website design should accurately reflect the nature and underlying values of your business.

• A company's marketing materials, including their Web site, should be consistent, incorporating the same stylistic look and vocabulary throughout.

• A Web site is an interface between people; it should give visitors to your site a sense of the people and personalities they will be dealing with at your end.