Your web content is critical to your success; poor quality web content destroys the value of your website. Your content must be up-to-date and digestible (in small chunks).

You have to understand the purpose of your website and why your clients visit it. The content needs to be in your clients' language in order to help them complete their task, i.e to buy your product or to acquire sought after knowledge.

The web experience needs to be easy and straightforward, users do not have the patience for unravelling your site or translating organisation-specific language. Web users often have very short attention spans - the purpose of your site and an understanding of where to find information on the site must be clear within seconds of the user entering your home page. Cluttered pages, long download time for images and other graphics or confusing navigation systems will see your visitor leave your site often before the main page is finished downloading.

Your home page and the main sub-pages should impress the first-time visitor and reassure your return visitors that your site continues to provide them with the information or service they require.

79% of users always scan, only 16% read word-by-word. Reading from computer screens is 25% slower than from paper. Web content should be 50% the size of its paper equivalent.

It is not appropriate to simply load paper-based documents to the web as users will not scroll through masses of text. Information must be chunked and the use of hyper-linking allows the user to read information or perform an activity they choose and at the point in which they are ready to read it or do it.