Want a website that attracts A site must be visually appealing, polished and professional. Remember, it's reflecting your company, your products and your services. Your website may be the first, and only, impression a potential customer receives of your company. An attractive site is far more likely to generate a positive impression and keep visitors on your site once they arrive. As businesses large and small continue to populate the web, the challenge is to attract and keep users' attention. Ideas like this are what PR professionals pay attention to to keep their businesses successful. Content Along with style, your site must have substance. Remember that your audience is looking for information that will help them make a decision, so it should be informative and relevant. Use this opportunity to increase visitor confidence in your company's knowledge and competence. But What About the Glitz? Flashy graphics and animation are tempting, and can have a very positive impact on user experience. They should just be used appropriately. Functionality Every component of your site should work quickly and correctly. Broken or poorly constructed components will only leave your visitors frustrated and disillusioned with your company. Across the spectrum, everything should work as expected, including hyperlinks, contact forms, site search, event registration, and so on. Usability A critical, but often overlooked component of a successful website is its degree of usability. Your site must be easy to read, navigate, and understand.