1. Immediately orient visitors. "You'd better make sure people can figure out what your company does, why they're staring at your webpage and what they should do/get—and do it fast," Albee advises. Dump the jargon and get to your core information.
2. Speak directly to them. Tell them what's in it for them. "Make sure your content speaks directly to them about stuff they care about—high-priority stuff," she says.
3. Provide 'interest pathways' for them. To accommodate a range of prospects, offer unique pathways that appeal to individual interests—such as, "if X is your priority, then click here for all the resources you need about that topic."
4. Answer their questions. Access your own site from the Internet, navigate it and see what questions come to mind as a visitor. This exercise can help you identify information gaps.
5. Get them to do something. "What event can they sign up for that relates to their interests?" Albee asks. "What white paper or eBook can they download? Do you have related blog posts they might be interested in?" Invite them to follow you on Twitter.
As you may have noticed from the above list, a great Web site isn't about fancy graphics, java scripts and animations.
It is about creating a pleasurable, useful experience for your visitors one they will want to repeat over and over again!