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All professional web designs should have an outcome, and once you have identified what that outcome will be, it will be easier to design with that goal in mind.
Visitors should be able to find the information that the seek within three clicks of arriving at your web site. Professional web designers always pay close attention to this.
The use of color can turn a plain web site into a professional web design. Color is perceived as a representation of the type of culture and industry in which your company participates. Professional web designers select colors that harmonize with the image you wish to portray.
Websites are exactly like magazines, in that it has 1/10 of 1 second to make an impression that says, “Look at me! I'm worth reading.” To be considered a professional web design, your web site has to capture the user immediately. Just like a magazine cover, if it doesn't make the user interested, than it's a failure.
Copy on a professional web design is always readable. Professional Web designers will breakup long paragraphs into easier-to-digest chunks. Long passages look intimidating on a computer screen, and are less likely to be read.
Finally, professional web designs have up-to-date content. Eighty percent of website visitors are repeat visitors, so keep them coming back with current material and events.