Think of the web sites you like to visit on a regular basis. Though they may not be similar in substance, chances are they've got a lot in common. Any web designer/developer worth considering should have a good handle on these fundamentals of a well-oiled web site.

Logical navigation

• No matter where you are within your site, it should be easy to tell where you came from, where you are, and where you're going.
• The home page should always be one click away.
• Navigation of the site should be oriented to your customers, not your company. Think of what they want to know and access, and make it easy for them to find what they need.
• Contact information should be readily available on any page.
• Consider using special tools such as a site map or a search feature to help people quickly get to where they want.

A simplified look
Nice graphics are attractive, but they shouldn't be a distraction, making the page look cluttered or "busy." You want customers to be able to find what they are looking for quickly and easily.

Plus, the more complicated your pages, the longer they'll take to load - and the more likely your customer is to become frustrated and leave your site.

Browser compatibility
Make sure the site's appearance is checked against several of the most popular browsers. Don't create extra work for your customers by expecting them to download a different browser. They won't do it. Plus, they'll probably just move on to your competitor's site.

Compelling content
The visible content should reel you in. Ideally, it should be compelling enough to make a customer reluctant to leave the site (or at least willing to return). Better yet, if returning customers is your goal, change the content at least on the home page on a weekly basis, so customers have a reason to come back.

This does not mean more is better. Keep it short, with trimmed paragraphs and easy-to-read visual design, like bolding and bullets.

Well-placed e-commerce tools
If you're selling something, customers should be able to place an order within two clicks. Moreover, placing an order should be simple and straightforward.

Clean graphics
Images on the site should look clean with smooth edges. If you are viewing the site on a top-of-the-line monitor, be sure to view the site on a lower-end model as well. Due to technical variations, graphics designed on high-end monitors may not look as good on the cheaper models.