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Good Web design: metal industry sites that work. (Business Topics).

Article Excerpt
A good Web site is more than just a billboard in cyberspace. The best Web sites create inviting, easy-to-use environments where prospective and existing customers can learn about your company and its products, and in some cases can actually transact business, at least on a limited scale.

A Web site should not be a technological homage to yourself, your company or your Web designer. The Webscape is littered with showy, "cool looking" but forever-to-download sites that impede rather than speed e-commerce. Don't add yours to the heap.

"Usability rules the Web," says Jakob Nielson, a principal in the Nielsen Norman Group (www.nngroup.com), a Web design consultancy. "The Web is the ultimate customer-empowering environment. He or she who clicks the mouse gets to decide everything. It is so easy to go elsewhere; all the competitors in the world are but a mouse-click away."

Web designers recommend that every commercial site include these key features:

* Instant Communication of Purpose: People serious about doing business on the Internet want their Web pages served up fast and clear. That means instantly communicating what you're about, and what you...

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