Users now expect a level of design sophistication from all graphic interfaces, including Web pages.
The goal is to provide for the needs of all of your potential users, adapting Web technology to their expectations, and never requiring the reader to simply conform to an interface that puts unnecessary obstacles in their paths. The structural rigidity that makes navigation simple and ubiquitous, though it gives a hypertext the appearance of efficiency, can make that hypertext seem sterile, inert, and distant. We may find excitement in individual pages, but the hypertextual whole seems a mere shell enclosing variously interesting bits. Rigid structure is often promoted for its efficiency and cost-effectiveness, particularly for large Web sites, but excessive rigidity can be costly.