Success isn't just restricted to professional designers. Anyone can easily learn the essential skills required to design sites to the new standard. BUT, one thing not to bargain: Everything that goes into your web site must have a purpose. Every single element and decision must help users achieve their goals and support the site's goals.
Successful design is not just about attractive visuals, though that helps. Success is primarily a result of good thinking. For me, this approach should result in a site in which everything - structure, brand, page layout, graphic design, and error handling - is deliberately geared to success.
If you want to create excellent sites, then every single feature must either help your visitors achieve their goals, or support the site’s goals without obstructing the visitor’s goals. It’s the Golden Rule!
Make your web design a complete system that clarifies your purpose, and creates a solution in architecture, layout and page design. The result will be a web site that really works.
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