What I believe a web site should be can be summed up in four words: Simple, Profitable, Attractive, Effective. Let me explain:

Simply put, a web site should make sense. You, the user, should be able to get in quickly and get what you want — without getting lost in a maze of nonessential clutter, distracted by bad design or confused by poor instructions. Less is more. You get the idea.

Give the people the information they need to feel comfortable with your products or services, then provoke them to action. Mark the path clearly and point users in the right direction. Then provide them with the tools they need to follow through. This is the only business model with real growth potential.

A web site can be functional, but unless it's also eye-catching, it won't be taken seriously. It's got to be attractive and consistent, with the right colors, the right graphics, and the right style throughout.

This is where it all comes together. Is your site achieving the intended result? Is it attracting and keeping enough of the right kind of visitors? Are those visitors doing what you want them to do? If your site isn't accomplishing what you hoped it would, it's time to go back to the drawing board.