What makes a good web site? What makes it click? Success on the Internet is determined by the quality of client relationships. It's more than your public face - it's public relations. A website the most effective opportunity to communicate directly with your clients - for internal relations via an Intranet and customer support on the Internet.  1. Site Strategic Planning: Be user-centric and review user requirements. 2. Architecture and navigation: Organize your site presentation and navigation for people who use it. 3. Content: Use a communications and marketing specialist for content management and marketing. 4. E-communications: Communicate regularly through e-media channels to maintain the relationship. 5. Marketing: Have a marketing plan and proactively communicate with your audiences.  Good web sites are friendly, compelling, appealing and interactive. Persuade a visitor to enter, visit, and take action. 1. Major user pet-peeve: They can't find what they're looking for. Make your site presentation and navigation simple at the front door. 2. Another major pet-peeve: Nothing is new. Update your main pages frequently to retain the interest of repeat visitors.  3. Ensure there is a live contact behind the website. The biggest weakness of sites is neglecting to respond - professionally, effectively, and immediately. Try thinking of your online business as your direct connection to your customers - publish all important external communications online first and use print as a secondary and only if necessary communications channel. 1. Use the Internet as the primary distribution and communications channel. Drive your customers to the web site for everything. 2. Start simple and grow organically. Get online and then build on your foundation. A web site is rarely 'perfect' at initial launch. Grow the site from customer and user feedback. 3. Get to know your online users. Use website stats and primarily visitor feedback. 4. Drive new customers to the site with traditional promotions and advertising.  5. Offer fish food.  Give away something of value. Use the web site to launch promotions, products and news.