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    * The content.

    * The coding behind the scene.

1. The appearance is very important as you want people to remember your site for the right reasons. Time spent working on the appearance is well invested and will both make the site easy to navigate and appealing to the eye. All well designed sites have people revisit them. Would you visit a site where all the text and graphics were difficult to see or the site was impossible to navigate due to poor design?   No because it would be a waste of your time and effort.
A first impression is normally made within a few seconds of seeing most things and a web site is no different.
If your welcome page is badly designed you will not get many return visitors.

2. The content is important if you want to get a message over to someone quickly and clearly. The content should be easily read and delivered in small sound-bites. There is no point in producing a page that someone has to scroll down for 30 seconds before reaching the information they want.
(Research has shown that people rarely scroll down more than 3 screens, that is about 1.5 A4 pages). Content should be delivered in a manner which is easily read and found. You should include means where someone can contact you. Include telephone numbers and/or e-mail addresses where the visitor can get further information if required. (Remember that if you are a registered company you need to comply with the Companies Act or other prevailing legislation in the country where you are operating).

The content could include links to other sites you like or even competitor if you are sure your product or service is better and/or cheaper.   Make it easy for visitors to make up their minds about your service or product without confusing the issue with lots of jargon. Give them something to return to your site for. Supply a list of all online companies in your field in the area. Even include links to all your favorite golf clubs in the uk. Think about why you revisit web sites on the web. Do they provide information available on the web but brought together in one place. Visit some of the big Internet Service Providers (ISP) home pages and see how they cram lots of information onto a small area but provide visitors with convenient links to find more detail elsewhere.

3. The Coding behind the scene is usually a mystery to the normal web browser. It is essential it is done to the latest web standards to ensure your site is seen how it was intended to be seen. Bad coding is worse than not having a site on the web at all. If you visited a company site promoting their services and ask you to spend your money on those services, would you bother to contact them if none of the links or buttons on the site worked or the images failed to load. No, if they are not spending the money on getting a decent site I doubt you would think much of their product either.

All three basics of Web design are important. Not one can be ignored as it would make a mockery of the rest.
Get it right and your web experience will be a fruitful one.

See more thoughts behind a 'Web Presence' and 'Web Design'.

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