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The Right Stuff

Web design experts reveal their top 10 trademarks of stellar sites.

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This story appears in the April 2007 issue of Entrepreneur. Subscribe »

1. Descriptive tag lines: "Right from the home page, some companies don't do a good job of communicating what their companies do," says Hoa Loranger, a user experience specialist at the Nielsen Norman Group in Fremont, California. "If your business name isn't descriptive, you need a descriptive tag line."

2. Excellent content: Vincent Flanders, whose WebPagesThatSuck.com shines a light on bad website design, says, "You can get anyone to visit your website once, but why would anybody come back a second, third or fourth time? Content. Great content solves problems."

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