Prospective clients or supporters should be able to immediately see how a relationship with the web site offers both short term and long term benefits Navigation. How easy is it to locate desired information. Information is useless if it cannot be quickly and easily located. Web site success depends on providing incentives to encourage visitor e-mail registration. If a web site does not attempt to capture the visitor's e-mail address, visitors may never revisit.
Usability refers to ease of reading and chunking.
Chunking refers to breaking information into bite-sized units using short paragraphs introduced by frequent subheads. Bulleted or numbered lists also permit visitors to grasp an article's contents at a glance. Web site credibility plummets if the home page promotes an event that occurred two months ago. Layout, colors and typefaces determine the site's personality and image. Sound, video clips and animation can either enhance or hinder communication.