You watch television, you listen to the radio, you read a magazine, but you experience a website. Unlike other marketing vehicles, websites provide you the opportunity to deliver your marketing message with the full complement of multimedia tools. Websites can stimulate all the senses, sight, sound, and interactive touch in order to communicate and connect with your audience. Websites are not brochures. Visitors shouldn't just see your website, they should experience it. Is your website an experience?

The notion of the flaming animated logo has become a cliché for bad design and style over substance, but that does not mean your website should be aesthetically boring and visually dreary. Your site should display clarity of vision; it should provide functional page layout; its use of colors, type, and static and kinetic visuals should be distinctive and purposeful. Your website should provide a defining "Look" that enhances your business personality. Does your website display a distinctive look that represents your business personality?