- Placing elements in unexpected places. Like putting logo on right side of page or placing main navigation along bottom of design.

- Using a splash page on site because it looks neat, even though it keeps visitors from getting to real information in site.

- Using a lot of fancy images that make page load more slowly.

- Opting for a totally graphical design with no copy on main page. Regardless of fact that visitors won't have a clue what business is all about until they get further into site.

These are all examples of choosing form over function. Unfortunately, if your design looks great but is hard to figure out, your visitors will be gone. They don't come to your site to admire looks; they come to use site--to find information or to accomplish a task. Anything you do to stand in their way is a no-no.

Most of time, a visitor's attention span is about as long as snake fur. They have no patience. If you complicate their lives, they're outta here. Other sites are ready and waiting to meet their needs, so there is no reason they should struggle through your site. If you opt for form over function, you're likely to opt yourself right out of sales. Not good.

When you're designing your website, don't think about looks first. Always make function a priority. Think about what's going to be easiest for your visitors to use and understand. Then create an attractive presentation to accentuate it.

There are 605.6 million people online. Can they find your business? Jamie Kiley creates powerful and engaging websites that make sure YOUR company gets noticed. Visit www.kianta.com for a free quote.

4. Creating a Navigation Action Plan Determine goals and needs of your audience Decide what purpose of your site is and who your target audience will be. For more in-depth information on this subject visit: "How to Target Your Customers and Put Them in a Buying Mood" (www.isitebuild.com arget.htm)

Learn from navigation that works Visit several successful sites that show good navigation e.g., Fedex.com. These sites show good navigation planning.

Generally, good navigation includes several characteristics:

Offers easy to learn elements Remains consistent Provides feedback Appears in context Offers alternatives Provides clear visual messages Offers clear and understandable labels Remains appropriate to site's purpose Supports visitors goals and behaviors

Providing feedback has biggest impact on users. Navigation should tell people, where they are and if possible, where they have been. Visitors should also be able to easily determine linked or clickable material.

They need to know whether they successfully made a purchase, conducted a search, or completed some other task.

Navigation that allows visitors to find information easily and quickly will contribute to your web site's success. Ask your grandmother (or someone who is not familiar with Web) to navigate your site. If they can find information they want within 3 clicks, your navigation structure must be a success. Congratulations!

Part 2 of this article will show "How to Design Your Navigation Structure and Common Navigation Mistakes to Avoid".