Internet user preferences have been thoroughly documented. While there are exceptions to most every rule, following are some Web design basics to consider when creating or updating your site:

DO:

  1. DO include a one-sentence tagline on the home page that summarizes what you do.
  2. DO put company name, logo and contact information on every page.
  3. DO provide straightforward headlines and page titles.
  4. DO use product photos, when applicable.
  5. DO provide proper navigation support.
  6. DO change link text colours after user access.
  7. DO name pages for search engine visibility.
  8. DO design for consistency and familiarity at every level.
  9. DO use meaningful graphics only and sparingly.
  10. DO make obvious what’s clickable; use standard links.

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DON’T:

  1. DON’T use “marquees” (moving type).
  2. DON’T use constantly running animation.
  3. DON’T leave outdated information on the site.
  4. DON’T do anything that produces overly long download times.
  5. DON’T build pages in PDF format.
  6. DON’T use technology for technology sake (Flash).
  7. DON’T require constant vertical scrolling.
  8. DON’T make users open new browser windows.
  9. DON’T break or slow down the “Back” button.
  10. DON’T use complex or overly long URLs.

Source: Jakob Nielsen, called “the reigning guru of Web usability” by FORTUNE magazine.