(1) Loading up the site with programs that the visitor has to download to view the site discourages visitors from staying on the site. Flash, for example, is fine to use dramatically in website design to highlight something interesting on the site, but if you make your visitors load it before they can enter the site, they will probably simply hit the “back” button. Also, complicated programs simply use up bandwidth.

(2) Long, long, paragraphs don’t mix with good website design. Reading text on a computer screen is very tiring and text is harder to follow on a computer screen than it is in a book. Similarly, with good website design, the width of your text area should not be too wide.

Copy that goes in one unbroken line almost from one side of the web page to the other is very difficult to read. It should not be any wider than two-thirds of the width of the page. Also, break up the text with boldface subheads. In addition to your shorter paragraphs, subheads give your website design a bite-size and therefore digestible appearance for your website’s visitors.

(3) Avoid excessive colors. The best website design will include some color in the graphics (in addition to color photographs) but good design means using a limited number and range of colors and integrating them well. Having too many different colors on the page gives it a jumbled appearance and looks amateurish.

(4) Headlines of all sizes on the same web page is a no-no in good website design. As with having too many colors, too great a variety of sizes in headlines makes the page look jumbled and unprofessional A simple approach is best and that means limiting your headlines to one size for your main headline, one size for your secondary head and a third size for your subheads. Subheads are often effective if they are simply the boldface version of your text copy type size.

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