1. Clarity
Your site should unmistakably communicate your identity, your purpose, and your distinctives. If you want to stand out, it should never be designed using the same template anyone else could buy off the shelf. Branding is supposed to set you apart, not make you blend in. Be different and tell your customers why that difference matters to them.
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2. A Targeted, Branded Web Design
The design of your web site either aids the communication or distracts from it. It must be targeted and aesthetically pleasing to attract and engage visitors. It needs to reflect a unified look and feel, so that your customers gain a sense of confidence in your professionalism. This gives them the confidence to do business with you.
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3. Ease of Use
The site must be simple to navigate, and should help users easily find information. Think through your audience and ask yourself: what specific questions are my users coming to me with? Then arrange your content and pages so that they specifically answer those questions in a simple, clear way.
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4. Substance
Your visitors should gain relevant content that truly educates them on your product or service and specifically gives them clear calls to action. A website that is updated regularly will give users a reason to return often. The contrary is also true.
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