There are tons of web designers around today. Many use low-cost template driven web tools just to “get the site up.” Others are proficient in designing an attractive and easy-to-navigate web site, but don’t go beyond surface attractiveness. And a few may even hang around long enough to maintain and upgrade your site over time. But almost no one talks about the most important factor in getting Internet users to stop, go through a site, and return later for more.

That factor is relevant content. First, content must speak directly to the reader and his or her interests and tastes. And content must communicate – using both design and words – a message is not only appealing and memorable, but embodies the unique benefits of your product or service, while maintaining your brand. Benefits are not the same as product features. Benefits link the features of your product or service to consumer motivations – reasons why the consumer should choose you, over everyone else in the marketplace. “What can you do for me?” If you don’t know the answer, ask your most loyal customers.

If content is number one, relevance follows close on its heels. Each piece of information must be in the most logical place on your site. The most important benefits and ideas must be right up front, where they are most likely to be seen and read. The navigation or flow of the site must be seamless and intuitive. Today’s web users don’t want to sift through links and endless pages patched together over a chaotic site. And of course, speed is important; a cumbersome site that takes a long time to load will lose your visitor in seconds. Don’t disillusion your web guests with weak design or clunky navigation. No site is better than a poorly executed one.