Simplicity and consistency are two keys to a successful Web site for professional services firms, according to Tiffany Shlain, founder and creative director of The Webby Awards, which this year offers an award for professional services sites.
She advises that firms opt for a simple interface, offering the straightforward functionality of Google as a good example. "Avoid extraneous bells and whistles that slow users and prevent them from quickly and easily completing what they came to your site to do," she says, adding that navigation bars should also be "consistent and prominent on every page so your customers don't get lost. Use guides to show users both where they are and how they can get back to where they started."
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