Layouts are intuitive
“Don't make me think” is a common motto we use to ensure our layouts don't leave visitors wondering.
Pages load quickly
Five seconds or less is the industry benchmark. Time is money, no one likes to wait.
Media works properly
Leave nothing broken in your wake.
Text is easily readable
Use modern, clean, well-spaced fonts that leave no room for distraction.
Lead the eye naturally by cutting out visual clutter and letting users know exactly where to look and when.
Ambiguity is absent
Leave no room for confusion about exactly what you do and how you can help the customer.