While there are technical issues to be considered, like loading time, size of graphics, frames or no frames, Netscape and Explorer version compatibility, etc. the look of your site is a large part of the message you will be delivering. The Web is no different than television, print or outdoor advertising, in that first impressions matter. However, there are differences. On the Web, color is free, but not all colors are safe. Space is not an issue in terms of number of pages and there are no time restrictions.

Keep your visitors interested or they will leave in less that two seconds. Give them information, give it to them quickly, make it easy for them to get around your site and don't add graphics that serve no useful purpose.

Good sites have a consistent graphic style and strike a balance between design and content. Scale and proportion matter. Elaborate graphics or large photographs should not overpower the words on a site, unless the point of the site is to promote graphics or photographic services.

Here are some questions you should be asking: 1. What do you want to say? 2. Do you want to inform, impress, amuse, or move to action?

There is a lot to consider here. Take your time. Changing the look and feel of a Web site later is no small task.