When thinking about Web sites, it’s helpful to view them as a living, breathing organism. Unlike a book or a store or a brochure, a Web site can’t just sit there and force the reader, or customer or prospect to do all the work. It must function as a tour guide, a friend and a confidante.

Visitors must be able to find everything they need and want on the home page, must feel the navigation is intuitive, must not be overwhelmed by graphics or information, and must overall feel their experience is a pleasurable one. Exploring a site should feel as stress-free as opening a Jennifer Convertible sofabed (“Even a five-year-old can do it!”)

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