Thinking About the Structure of Your Web Site

The most important criterion for a successful business Web site is whether it accomplishes its objective. Your site doesn't have to be beautiful or cutting edge as long as it ultimately has a positive impact on your bottom line. The second most important criterion is how well the site works from the users' perspectives. The easier you make it for users to achieve what they want — whether buying a product, obtaining information, or connecting with others — the more likely your site is to succeed.