Content Bearing this in mind, content is still the most important factor in site design and layout. Work out what you want to say first and then enhance the message graphically.

In determining the most appropriate content for a particular site, you need to assess the profile of the intended visitors, the strategic aims of the site itself and the resources available to manage the site in the future.

A website can be accessible, usable, and be a pleasure to look at, but if the content is irrelevant or - even worse - outof-date then the site will attract a poor response.

Graphic and image quality Images significantly influence a visitor's experience, but a balance between quality and speed is essential to satiate the dual demands of the visitor.

Most software packages now "compress" graphics to provide good quality images combined with low file size.

Images should also be relevant to the surrounding content, not simply thrown in for extra effect. It is important that graphic design has continuity throughout the site, enhancing both the layout and the site navigation quality.

Site navigation The way in which the site itself guides users to the relevant information is critical to its success.

If your site provides clear navigational pointers as to what information is available and where it is located, it will not only enhance the visitor's initial viewing experience but also makes them more likely to return in the future.

There is nothing worse than getting "lost" in a website, plummeting through tier upon tier of information, and searching, for example, for a home page link in order to have to start all over again.

The key to successful site navigation is to ensure that visitors know which section and page they are in at all times and how they can make their next step. The more easily a visitor can move between your web pages, the longer they will stay in your site.

As a general rule visitors should never be more than three mouse-clicks away from any page on the site at any time.

Site functionality Site functionality refers to the software and hardware used by the vast majority of Internet users to view all elements of your website.

Firstly you should ensure that your pages are visible within the vast majority of web browsers. Presently versions of Internet Explorer account for 93% of all viewed pages, Netscape Navigator 4% and AOL 2%, with other browsers such as Opera and Linux accounting for 1% (Nielsen NetRatings August 2002).

It is important to take into account the various monitor sizes, screen resolutions and graphic settings currently in use.

It is often useful to develop a single template page and view it across different settings prior to developing the site as a whole. In this way any general layout problems can be overcome early in the development process.

There are currently many technologies that can be used to both enhance the visitor's viewing experience and aid the functionality of the site.

Macromedia Flash and Adobe Acrobat are tools that are commonly used by developers as they are found on the majority of PCs as standard. However in some cases visitors are required to download uncommon software for in order to view pages.

Make sure the benefits of such "plug-ins" outweigh the possible frustration visitors may feel in having to visit other sites to download software.

Delaying the visitor may cause them to leave your site, perhaps forever.

Which brings us to our last vital consideration - download speed.

Not everyone has a broadband connection, indeed only 7% of UK users according to Jupiter Research (November 2002).

There are four elements that can affect the download speed of a web page; the content of the web page (file size); the speed of the server host (server type); the speed of the visitor's connection (modem/ ISDN/ Broadband); and the amount of users currently online (bandwidth use).

As a site developer and owner you can only control two areas; file size and server type. To provide as speedy a response as possible aim for a total average file size of 5060kb for a standard page.

Fast home pages provide the visitor with an indication of the speed of the rest of the site.

With regards to the server type ensure the site is hosted on a commercially dedicated server rather than the free space options provided by some service providers.

The key to creating a successful site with regards to design is to remember your target audience at all times: noone knows your audience better than you, so use that to your advantage.

Whether you are building a website yourself or utilising the skills of a chosen agency, make sure that an understanding of the market and the marketplace itself guides your overall site design and development.

Simon Judd is sales manger of MarineData Internet Limited and can be contacted at:

MarineData Internet Ltd, The South Street Centre, Hythe, Hampshire SO45 6EB UK Tel:

+44 (0) 23 8087 9105. Fax: +44 (0) 23 8087 9106. Mobile: +44 (0) 07989 356360.