Among the numerous obstacles placed in front of potential customers on the web are such hurdles as:

• Incoherent organization.
• Incomplete and/or hidden contact information.
• No e-mail address or form fill-out e-mail.
• Excessive graphics.
• Erroneous use of multimedia.
• Requirements for obscure or unusual plug-in software.
• Java and other scripting languages.
• Poor frame usage.
• Requirements to fill out a form before entering the site.

You also must keep in mind the unsophisticated web user because if you can't get your web page to that potential customer or if that customer can't figure out how to reach you, you're going to lose his or her business - most likely to your competition.

Caution: Slow Aesthetics Ahead

Faster Than a Speeding Bullet

No graphic should be greater than about 20K in size. Animated graphics are great - just don't use them on a business site. The number of graphics should be limited, as well. Each picture element requires a separate two-way communication between the server and the client computer and the overhead in doing that runs up the time for your sales message to appear. The novelty of the web won't substitute for a slowly loading web page because the web is no longer a novelty.

Complete and Organized

You Might as Well Use Latin

Java is designed to be a universal, software-based processor that can execute program routines while running on any computing platform; however, software incompatibility, language inconsistency or just plain missing code or communication problems will often hang a routine. Only a sophisticated surfer may be able to recover from this. In almost all cases, the routines are there to run nonessential or aesthetic features. Never incorporate significant scripting on the opening page. If you crash the prospect's computer, they will be very reluctant to use an additional five minutes on another attempt to access your site because he or she can more easily try another related site.

Frames Box You In

Frames can make for disorderly printing and dysfunctional "back" and "forward" buttons. Frames also force the user to do a lot of extra clicking to ensure that control is in the part of the frame of interest. Make certain that the frames work flawlessly under all conditions before allowing them.

Are You Trying to Keep Customers Away?

Do not leave out or hide your e-mail address and don't force the prospect to use your form to contact you by e-mail from your page; you are presenting him/her with an unfamiliar interface. Why not simply provide a mailto link, which will call up their familiar e-mail fill-out form?

Following these simple web design guidelines will ensure a website that operates like a well-oiled machine and which is much easier, and therefore less expensive, to write.