1. Fonts are an important attribute of a Web site. It is essential that fonts are large and clear enough for viewers to easily read. Although it is tempting to use fancy, script-like font styles, the content's message is lost in translation. Not only can some fonts be hard to read, all computers do not have the same font files, causing them not to load properly. Universal fonts are safe to use, including Arial, Times New Roman, and Verdana. The standard font size advised is 10 point. If you have another style or smaller size of font on your current Web site, you may want to revaluate its use.

2. Branding is an important online marketing practice. A company usually has a unique color scheme/logo that sets them apart. To build more effective branding, the online presence should reflect offline marketing materials. If different colors or images are used, consumers may become confused or think that the company is unprofessional. If something familiar doesn't immediately jump off the home pager, they might not even recognize you. Always consider offline marketing materials when designing or redesigning a Web site.

3. Imagery is as important as the content of a Web site. Results-oriented imagery is the most effective way to get the consumer's attention. Consumers can better relate to seeing a happy family standing outside of a brand new house rather than Joe President or Mary Saleswoman on the home page. Imagery needs to assure consumers what they can achieve with the product or service being marketed and produce imagery that reinforces those feelings.

4. Web site content should always be in text format. Web site content in an image-based format wards off search engines. If you are not sure, ask your Web developer how the content is formatted. This can seriously hinder the Web sites search engine rankings, because search spiders cannot easily pick out important keywords that are partially responsible for boosting your rankings.

5. There should never be broken links on a Web site. It is a simple task to periodically check the links of a site to verify that they are working properly. Broken links are a huge setback in search engine optimization, especially for an issue that can be easily monitored and fixed.

6. Clear navigation is another very important feature of a successful Web site. Confusing navigation is a major reason why Web surfers leave Web sites. Setting goals and tracking the steps to achieve them can help analyze the effectiveness of a site's navigational structure. For example, submitting a Contact Us form on a Web site is a very important goal. Using Web statistics software, like Google Analytics, is an efficient way to track the path prospects must take to submit the form.

Creating an effective Web site can be a challenge and there isn't a clear-cut path to success. However, there are many aspects you can control that will help the process. Streamlining and regularly maintaining a Web site's content, links, and images may not solely drive a business to become a Fortune 500 company, but it can help to significantly increase the bottom line.