Two words to me that encapsulate everything a website should be. Websites are no longer simply about presenting ideas, conveying information or advertising services. The internet has become an evolved medium. Like print, it has evolved to become an extension of advertising. A means to promote your company, to make your services stand out from the crowd. In advertising they talk about 'The Last Mile'; the internet is no different. A website should connect with it's audience on multiple levels, you need to understand that connection and evolve.

In order to do so it is vital to understand and embrace a constant need for balance. A balance between information and attraction. People will always be attracted to things, it doesn't have to be monetary; everyone is attracted to something. Everyone has a 'taste'. To be successful you need to understand that attraction, that relationship. To capture that and transform it into an effective business catalyst for your website.

The internet is fickle, literally hundreds of companies all competing for the same customers. You need to stand out from the crowd. You need to be original, to captivate your audience. You need to attract them, to hold them. Good website design is vital. A website could contain the most comprehensive, complete and concise content, but without attraction it will simply go unnoticed. You need to stop people in their tracks. For them to be curious, to want to get past the first page and once they are in you need to hold onto them, to deliver your content. For it to be informative, applicable, targetted and concise.

Design is nothing without information and vice versa. Full, rich content is nothing without design. When you are considering a website it is vital you think about design. About offering that attraction, that captivation.