But wow isn't eye-boggling glitz. Though useful information is still the king of wow, such features as privacy and mobility help visitors decide whether to bookmark a site. Such sites make a visitor's stay informative and help find what he or she needs. And that means they were wowed. And spread the word.
Some sites make people search through layers of pages to find basic company contact information.
Worse yet, some omit it. Web sites should offer all basic business contact information within the top two layers. In other words, don't make visitors click more than once past the front page to find a corporate mailing address, email address, or phone and fax numbers. Publish a privacy policy. Sites that try to gather personal information without revealing exactly how they plan to use it get two thumbs down and a click.