right” answers for most Web design questions (at least not for the important ones). What works is good, integrated design that fills a need—carefully thought out, well executed, and tested.

Designers love subtle cues, because subtlety is one of the traits of sophisticated design. But Web users aregenerally in such a hurry that they routinely miss subtle cues.

As a rule, conventions only become conventions if they work.

Strip your website down to the basics and do a few things really well.

The user experience design of a product essentially lies between the intentions of the product and the characteristics of your user.

websites should look good from the inside and out

great web design without functionality is like a sports car with no engine.

Websites promote you 24/7: No employee will do that.

a website without SEO is like a car with no gas

running a business without marketing will kill it

In reality, though, most of the time we don’t choose the best option—we choose the first reasonable option, a strategy known as satisficing.