For His Own Good

Overall Content, Flow And Market Appeal

David Heavrin-Brown, owner and co-founder:

1. "There are far too many ads doing far too much animation on the pages. The constant movement detracts from the page content and makes the visitor wonder where the 'real' information is."

2. "The site's global navigation has to remain in a consistent location throughout the site. Visitors should be able to recognize the location of the navigation and should always be able to return to that location, even if using peripheral vision, to move on to their next area of interest."

3. "A site of this magnitude might benefit from a 'framed navigation scheme,' which would allow the site to expand and grow without the need to rework the navigation of all the existing pages."

4. "With regard to market appeal, the site is bright, active and 'snappy.' Users who enjoy this type of movement and animated feel will enjoy using the site as their preferred jumping-off point to the Internet. Yet, users who prefer immediate access to the information they are looking for will not."

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This article was originally published in the December 2000 print edition of Entrepreneur with the headline: For His Own Good.

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