> This is a suggestion for an inclusion of an article on site > design tips. It would be great if you could give some URL's of > "excellently" designed sites with reasons WHY they are > superior, in order to give a model to those of us who are still > amateurs at web design . Maybe also a not-so-good-one, > but then again, that may be construed as slander.

I told Marvin that was a great idea, and that I'd love to do an article like that-and that's what this article is. However, instead of focusing on sites themselves, I'm going to focus on aspects of sites that make them so great. So, let's begin.

First, there are always *five core elements to a successful website*: global navigation, clean and attractive design, effective sales copy, appropriate text formatting, and value to visitor. Let's explore each of these in more detail:

(Please note that with each element I explain, I may give an example of a good site and possibly a bad site. In no way are these examples meant to be an insult to site owners or reflect upon quality of their products. I'm simply pointing out what is, in my opinion, good design and bad design.)

1. Global Navigation - It's absolutely vital that your visitors be able to quickly and easily navigate your site and find what they need. In order to provide for this, a site must have a navigation system that will allow them to reach main sections of site immediately, and it must always be available and recognizable to visitor.

o Good Example: www.sybren.net. I'm probably a little biased here as this is my site, but really, note that no matter what selection you make or what part of site you're in, you can always get to "main" parts of site with one click.

o Bad Example: www.magic-city.net. Note that as you move through this site, you have to constantly return to home page in order to navigate to other pages.

These are wasted visitors, and you must do everything possible to reduce waste, or you'll simply miss out on a great amount of profits.

Luckily, there are a couple of effective tactics you can employ to prevent visitors turning their backs on your site. I've outlined ten of them in this article. The basic strategy is two-fold: 1) Trying to keep people on your site 2) Getting them to subscribe to your mailing list.

Here we go:

1. Make it a priority to collect opt-in email addresses

Your number one marketing priority on Web should be to build your opt-in mailing list. This is where most of your customers will come from. And best thing is, once they're on your list you can sell to them over and over. Include a subscription form for your ezine on EVERY page of your Web site (check out my own site for an example of this - pay attention to left hand margin).

2. Put up testimonials

Put up a couple of shining testimonials right on your homepage. Interject your homepage copy with a couple of these testimonials. Add names and email addresses of persons who wrote testimonial to boost credibility (ask them first though). Remember: NEVER fake a testimonial! Not only is it unethical, but it'll show through. And if I'm not mistaken, it is also an illegal practice.

3. Don't link out on your homepage

Keep ALL links on your homepage internal. In other words, don't give visitors a way out so they wont leave as soon as they arrive.

4. Make your headline stand out

Your homepage headline should be in large font type, and very attention grabbing, while at same time hype-free. Study some great sales letters you've come across on Web. You'll soon realize that one of things they all have in common is a headline that just makes you WANT to know more about whatever product/service is being offered.

5. Work on your copy