Simply having a website for your business is not sufficient. Your business website will convey a lasting impression of your business, just as your storefront, signage, and interior does. A poorly designed site can detract from you business and do more harm than good. There are essential elements that make for a good website. Whether you already have a site or are considering building one, you should seriously consider and evaluate these elements for your particular application.

• Graphics and layout: Any site should have good graphics components and proper layout. This is important for that initial first impression, before the viewer begins reading your content. A good layout will use graphic elements and position to first attract interest and then to draw a viewer's attention to what you want them to see. Your site should be visually appealing enough to make the user want to investigate what you have to say. A disorganized, cluttered look will project this image of your business. A visitor who must jump from one area to another and back to find your message, probably won't stay that long. Non optimized, slow loading graphics that serve no purpose can also be detrimental. Users will often move on without viewing your content if the page takes to long to load and render.
• Home Page Impression: The first thing most visitors will see is your home page. A good home page design will be brief and to the point. It will state what you do. It should state this in a way that entices users to delve further into your site if the goods or services you offer are what they are looking for. Different types of people may respond to different approaches to sales. Knowing basic personality types and providing a home page that offers links to content for different types of personalities can greatly enhance your site's value. You need not tell the visitor everything on the home page, just enough to pique their interest and make the want to investigate other offerings.
• Site Navigation: Site organization and navigation is also essential to building a successful site. First time visitors should be able to look at navigation menus and immediately discern what information they are likely to find there. Repeat visitors that are already familiar with your goods or services should be able to quickly locate the particular item they are looking for. A visitor should not have to hit the back button several times to get to another area of your site. Creating well organized navigational links increases ease of use and thus promotes usage.
• Content: Your site's content should be clear, concise, and well worded to convey a positive image of your business and it's products and service offerings. Words can be a very powerful tool. Words can carry both meaning and connotation. Content should be carefully constructed and geared toward your target market. It should project an image of quality, care, and competence.
• Be Dynamic: Your site should be updated regularly. It should provide information that your visitors find useful. Periodic updates on specials, how to tips, reminders, and other dynamic content can create return and even regular visitors. This keeps your business at the forefront of users thoughts and makes you a consideration when they are making a purchase.

These guidelines apply broadly to all business website. No one formula will work for every site. A customized approach that adapts these elements to your particular application and market will make for a more successful site with a higher return on investment. And a well designed site can be one of the best investments you can make.