Let's take some of these issues on and explain the logic behind each. Some of the pieces of this model will build upon others, so we have to take the picture as a whole.

Provide relevant, timely information
What good would it do me to provide useless information to my visitors? The line between regularly updated information and reference information may be blurred without losing the majority of your clients (those coming to visit your site). However, stagnant information, especially on your index page, serves to drive your clients away. Let's face it, if you come to a site a couple of times and the information hasn't changed, what leverage does the site owner have to encourage you to spend your time at his/her site?

Provide useful information, reference in nature
If we consider the statements made, above, and the commodity of time, we can see that there is an option available to us in an effort to bring clients back: Provide information which isn't readily available in other places -- establishing yourself as the 'library' which they can come to for information on their topic of interest.

Provide an easily navigated interface
When designing a site, it is important that you test the final product on a variety of browsers and platforms to ensure compliance with the rules of HTML. As an example, we test all pages on Macintosh, PC and Unix platforms, as well as a multitude of browsers: Internet Explorer back to version 3, Netscape Navigator and Netscape Communicator and Lynx, a text-based browser.

We also have some rules regarding the depth of the site: Never require the client to be required to click more than five (5) times to reach their final destination. There are a few exceptions to this rule. When it comes to intense data collections, you can get away with stretching the boundary since the client has come to your site specifically to search that data.

Other design considerations which we attempt to adhere to are:
Keep the index page simple - enough to grab the clients attention, good navigation tools to guide the user through the rest of the site, a minimum of graphics and, ideally, a single page which does NOT require the user to scroll downward to get key information. Just when you thought it was safe to go back in the water, I have a few other pet-peeves, some of which would be solved if you follow the advice of completely testing your site on multiple platforms and browsers: Keep the wacky graphics to a minimum. Although JavaScript can be a "cool thing" to some, it can also be a huge pain to others, especially when it is improperly implemented. Ever had your computer crash after visiting a web-site with some unusual script on it? Better yet, ever been overwhelmed by the screaming, flashing lights with a bazillion weird bleeps, blaps and crappy music on a web page? If you're looking for entertainment, go see a movie! Please, please, please don't use blinking text unless it is absolutely necessary to push the client's attention in an un-natural direction.

Many people tend to forget the need to maintain a system which provides visual continuity and direction for the client. In short, think about whether you're providing information to english-speaking visitors and, if so, think and design as an english-speaking designer. What does that mean, you ask? How do you read an english text? We start at the top left of the page and our eyes scan from left to right as they move down the page. In a case like the NDCRT/MERLIN web-pages, you'll note that we have a left-sided gutter or navigation bar which would seem to violate my own rule. Not really. What the gutter does, out of a combination of convention and visual presentation, is to provide a set of columns similar to a newspaper format. You'll note that your eyes, upon opening the page, quickly scan the left gutter before proceeding to the right-side information column.

Make the information load rapidly
Who wants to sit around, waiting for a page to load? Statistically, if it takes more than 30 seconds for the initial page to load when a client stops in, you've lost your client. If successive pages take more than 17 seconds to load, you're going to lose that client. How do you solve that problem? A couple of simple rules: Keep non-informative graphics to a minimum. Second, try to maintain a consistent interface from page to page. There's a simple reason for this: Once the initial page loads the graphics for the client, successive pages do NOT need to go to the server to load the same image again. Again, avoiding the glut of Javascript and animated graphics will keep your pages fast, trim and streamlined. Last, be sure that you've optimized your graphics in an attempt to keep them as small as possible in terms of file size.

Provide a level of excitement or entertainment to the user
Well, what can I say? If you're familiar with this site, then you know what I mean. Between our sharp-witted tongues and world-famous chat-forums and a little irreverent humor thrown into the mix, I'd say that we have a little excitement here. You're going to have to find what works for you, but I encourage you to chat with others about your ideas to determine what the impact of your actions will be. Take my word for it, I've paid many penalties for the choices made here.

Provide an external relationship which the user can recognize
This is a marketing issue, pure and simple. I'm not a believer in the theory that the World Wide Web is a stand-alone medium at this stage of its' existence. Instead, I believe that a need exists to marry the web-site to another form of media. As an example, a written publication, radio, or television can play off the internet site, and the opposite is also true. Be sure to advertise your web-site on your business cards, in your yellow-pages ad, and in your publications. Use your e-mail address as appropriate, since many people will try to determine whether you have a web-site at the same host address.

I think this covers the basics of page design. If not, I'm sure I'll be back to edit this document and share some more of my secrets.