So when you work with your designer, don't get frustrated if you can't use your special corporate font or if the placement and shades of color aren't just perfect. Designing for the web constantly requires compromise and a good designer will know how to work the compromises in your favor.

Here are some rules of thumb when designing a site. These rules help to maximize browse time thus resulting in higher site utilization.

• Make good use of white space. Use white space for areas heavy in text. The easiest reading is in black and white.
• Try to use light background colors and dark text colors. However, avoid using colors that clash such as orange and brown.
• Keep buttons down to a minimum. Generally, more than six or seven buttons on your main navigation is too much. You can always offer a set of sub pages under a main heading.
• Try to use web safe colors in your navigation. Your designer can give you a palette of colors that will surely work well on all computers.

Often times, a web design project will stray in so many directions that its purpose in the end becomes diluted.   A web site must have a pre-defined goal behind it.   Generally, web sites will either save the owner money or make money for the company.   By streamlining the operations of a company, a web site can save money.   For example, if customers are constantly calling for brochures and catalogs and order products by calling an operator, why not allow them to browse and purchase products online?   Another method would be to allow outside salespersons to download and fill our forms online rather than fax them requiring duplicate entry.   Always think of how technology can work in your favor thus streamlining operational overhead.

A well thought out goal may also include positioning the site to generate revenue.   This can be accomplished through and online store, promotional email campaigns, search engine optimization and traditional advertising.