For each webpage you make available to Internet users, ask yourself the purpose of that particular page and what makes it different from the others.

The primary content should consume the bulk of the page and be displayed prominently, yet without the Hollywood glitz which just turns visitors off. The headline should identify this content so visitors can easily ferret out whether or not it's useful to them.

The primary content should never, EVER, be in small font; after all, it contains the product and/or service you are offering--in other words, your lifeblood. Don't make the visitor go hunting; they won't and they'll be gone with the click of a mouse.

In a world where nearly anyone (even me) can publish professional looking material, it's still virtually impossible to tell from appearance alone how credible the information is, or how trusting a service is.

Every page, therefore, should carry information about who created and published it or a link to said information. Resource boxes are extremely helpful in this light.

And, every page should be self-explanatory. The headings and subsequent information should provide adequate background knowledge to someone who has seen no other pages on your site.

A company name or logo is an obvious way to provide information about the publisher. Avoid, at all risk, "cutesy" page headings that don't adequately describe the ad copy. You should also affix a date on every page with substantial content and update it regularly.

Always read and re-read each and every word on every page before offering it up to the Internet public. There is such a thing as "spellcheck" so don't be afraid to use it! Misspelled words dictate unprofessionalism.

Without a great look, your website sales will be limited and your customers might be annoyed. Remember: they're #1!