Design guidelines.  Easy on the eyes.

Ever wonder how users read on the web? They don't. Most users will scan through text and usually avoid long lengthy paragraphs. They look for consistency.

They look for answers. They need to feel in control. They form expectations on your site based on other sites.

Understanding these ideas allows us to apply some basic principles to our site design process:

• Create a consistent look and feel by using common conventions
  Consistency is one of the most powerful usability principles: when things always behave the same, users don't have to worry about what will happen. Instead, they know what will happen based on earlier experience.
• Use common language and wording
  Writing for the web means making content short, scannable, and to the point. It should answer users' questions.
• Use color schemes of matching colors
  Colors must be matching and be aesthetically pleasing to the eye. Graphics and animations should only be used for graphics and animations. Get it?
• Compatibility with all modern browsers (Firefox, Internet Explorer, Safari, Opera, Camino)
  Users will visit your site from many different platforms. It's unacceptable to run the risk of losing a potential prospect because your site doesn't load properly.

Our discipline in following these guidelines has enabled us to create websites that far exceed the competition in terms of content, design, readability, accessibility, and one of the most critical: Visitor retention and return!