I could tell you about company that misspelled its own name. I could rhyme off a list of sites that had no contact information. I could even show you university site that had a navigation button reading “Course Summery.” But I won’t. Instead, I want to address less obvious and overlooked: Web site aesthetics.

With more and more people searching and using Internet to find products and services, a strong visual literacy has developed. Little animated GIFs that depict a construction worker with words “Under Construction” blinking underneath have gone by wayside. Well, in most cases. These are signifiers of “old school” design, when Web was young. Today, a certain design standard is expected.

What many companies fail to understand is this: site visitor is not a passive viewer, but an active user of site, forming opinions about site and company it represents. The company image is not what company thinks it is, but rather what public perceives it to be. This encompasses textual and visual cues company provides prospective client. Surveys have shown that Internet users base Web site credibility on two primary factors – design look and information/design structure. If companies really understood this, one would hope that there would be less horrific design on Web.

1) Music or any voice recording that automatically plays when you enter a site, without giving me option of turning it off. Yes, there are still website owners who think that putting their Midi version of "Play That Funky Music Whiteboy," will some how impress their visitors. Always give people option of listening to any recorded information you have on your website. Don't automatically assume that your visitors will be captivated by your voice, or your music.

2) Spinning or animated GIF's of any type. Websites that have “Under Construction” sign when I hit your homepage. Don’t promote what you don’t have.

3) Any website that looks like it resembles Times Square in New York City! Multitudes of “flashing” or “blinking” banner ads shoved in my face as soon as I reach your landing page will send me running. Flashing banner ads are equivalent of a carnival barker trying to lure people into his sideshow! You don’t need to shout to people to get you message heard on Internet. Keep you banner ad’s limited, and your content abundant!

4) Website owners that make it too hard to navigate their site. If I have to jump through "link hoops" to get to your information I am outta there. Make your product, price, or service, clear, precise, and easy to find. The "about us,” or "frequently asked questions" section of some web-sites, leaves me with more questions than answers. Design your content so that even elementary school children can understand purpose of your website.

5) Pop-Ups..Pop-Ups...Pop-Ups..I don't mind one, or even a few. But, if I have to close multiple pop-ups to get to your website, I will flee scene. I have encountered some sites that had so many pop-ups they froze my computer screen. And yes, I had my pop-up blocking software activated! It doesn’t always work. The same applies for any of those "fly-in" or "hover ads" that bounce across my computer screen. If you have to use anything, incorporate a pop-up that loads when a visitor leaves, not before, or during my visit to your site.

6) A page full of dead links and constant "Page Not Found" error messages. Keep your links up to date and take down links that are no longer active.