1. Keep it simple. Don’t make people download software to use your site. Ensure that it works in every type and version of web browser. Keep it clear and simple, and comply with legal guidelines.

2. Let them in. Don’t make a flashy introduction or make people “skip intro” to get in. Avoid splash pages. Your homepage is your shop window and should allow people to get to useful relevant content instantly.

3. Tell them what you do. Explain what you do in as few words as possible and tell visitors what they should do next. Keep it specific to what you do and what you want to achieve.

4. Show them where to go. Keep the navigation simple, and provide a route to every section from every page.

5. Avoid PDF files. If you offer reports or factsheets then make them available online without the need to download additional software or readers. If your user has the “wrong” version of Adobe (or no version) then PDF files won’t work.

6. Test with a few users. Ask three or four users to try your site. Listen to what they say, and change your site accordingly.

7. Don’t make them think. See point 1. Everything on your site should be blindingly obvious. Make links look like links. Tell people what to do. Assume nothing.

8. Remember the 4 second rule. If you can’t figure out what a page is about in four seconds or less, it isn’t working.

9. Check your anchors. Find out which pages in your site are linked to from other sites. Don’t change their addresses.

10. Give things away. The more you give, the more you get… for an author that could include exerpts from your book, free articles or even free review copies of your book.