This report will give you an overview of what elements make up an effective Web design in the current age of marketing. The criteria have not been arranged in a tight structure of rules and guidelines, but rather a loose and candid discussion.

1. Balanced Visual Appeal – Of course your site needs to have a clean, attractive design. The Web is a visual medium and an ugly website is often the kiss of death.

But your graphics should not distract attention from your marketing message. If your site is an online video game or movie promotion of course it’s ok to have a full-blown flash intro and loads of cutting-edge animations, but if you are marketing a more traditional product or service you should avoid going overboard on the visual presentation.

Also a visitor should not have side scroll to view your entire page. This adds a sluggish feel to the browsing experience and should be avoided if at all possible.

2. Awareness of the 60 Second Rule – It’s safe to assume the average Web surfer will give your site a maximum of 60 seconds of their time unless you actively compel them to stay longer.

For this reason, the area above the fold is the most important part of any page your visitor might land on. When I say ‘above the fold’ I am referring to anything that is visible before your prospect has to scroll down the page.

You should use this area to relay your most important message. You might leverage a well-crafted header graphic, a killer headline, or an audio greeting that plays as soon as the page is loaded to pull your visitor into your marketing message.

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Basic Web Design Checklist
This report will give you an overview of what elements make up an effective Web design in the current age of marketing. The criteria have not been arranged in a tight structure of rules and guidelines, but rather a loose and candid discussion.
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