Sites should use fast-loading optimised graphics
There is nothing worse than presenting the 56.6K modem user with a 100k graphic that serves no purpose, or if it does then could, with care, look just as good at 12K.

Easy and intuitive navigation is vital
If the user cannot easily find the information that they need from your website then you have failed at the first hurdle! Good ideas include highlighting the section displayed in the menu, using a breadcrumb trail (navigation readout the follows your path, allowing you to backtrack along the trail) at the top of the page and clearly displayed titles.

Search engine friendliness
Search Engine Optimisation is often described as a bit of a black art, but following a few simple rules can ensure that your website is highly visible to the search engines. Avoiding use of image based navigation, and the use of clear linking through the top of the site with relevant page titles, are a few - these and many other topics are discussed through this section.

Web standards compliance
This assures cross-platform and future compatability by conforming to the standards set out by the World Wide Web Consortium http://www.w3c.org. This means that your website is interoperable and will work across a number of different platforms and browsers.

Cross browser compliance & testing
To ensure that your website works well in all declared browser types on PC and Mac platforms, comprehensive browser testing must take place using different screen resolutions on different platforms with different browsers.

No redundant splash screens or large animated GIFs
The web is about content - splash (or intro) screens have no purpose and can hinder search engines in cataloguing your site (especially if they are Flash introductions). Large animated GIFs distract the eye and take up valuable bandwidth, as well as looping endlessly.

Each site should be clear, concise and useable and attract repeat visitors
This attraction may consist of offers, fresh content relevant to the user - whatever the function of your website might be. The key point here is usability and information/content delivery.

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