One of the most misleading statements on Web design goes something like this: "Use wild and exciting graphics to attract visitors to your Web site."

First of all, graphics don't attract people to your site. That's done by registering with search engines, sending email press releases and other methods. Instead, graphics should compel a visitor to stay.

It's certainly difficult to hold a person's attention by using color combinations that become offensive or applying the latest bells and whistles that distract. Rather, you capture or entice someone's attention by using the basics: good design and content.

You can't judge a Web site by its graphics.

There's an old proverb that says, "You can't judge a book by its cover." The same is true about Web sites. If graphically you have piqued the visitor's interest but have nothing to say, don't expect a return visit. Conversely, if your content is useful, but your pages look like a graphical three-ring circus, you can expect the same result. That's because design and content must be well- balanced. They go hand-in-hand, just like in any other communications piece. So what's a person to do? Well, in order to create a clean Web site, try developing the suggestions outlined below.

What's your purpose?

Right from the start you need to determine your goal(s) regarding a Web site. Ask yourself:

• Why do I want a presence on the Web (because everyone else is there)?
• What will I say (remember people stay and come back because of content, not because a line of type scrolls)?
• Am I going to sell a product/service directly on the Web? Or will this site serve as an on-line brochure, which will lead to eventual sales via phone, fax or mail.

Who's your audience?

As with any form of communication you must consider your audience, that is, your reader.

All sorts of statistics are now being bantered about regarding the Web and although some of these numbers may show a trend, they are far from being exact. The medium is still too new. So how do you determine your audience? A good place to start is considering your current customers and vendors. Since these are the folks you already work with, consider these thoughts:

• Are my customers/vendors beginning to use the Web? At home, in the office?
• What browser(s) do they use?
• What's the connection speed--33.6, 28.8, 14.4 bps or is it direct?
• What systems do they use--MAC, PC ?
• Who are they: age, income, job? Computer savvy?
• What's my competition doing?

Try to pinpoint the needs and abilities of your audience because when you design your Web site you will do so from their perspective, not yours. The end user is in control of how he or she "surfs" the Web. So knowing as much as you can about your visitors will help you build a site that is inviting to them.

So what's your plan?

And that brings us to your overall plan. First, you are creating a Web site, not a Web page. True, in the early days (like four years ago), some people would upload a single page. But today we are uploading Web sites, which include an average of six to ten pages of information.

Because of the number of pages in use, it's best to formulate your plan with what's called a storyboard. You simply lay out your site's design by using good, old- fashioned paper. Assign one piece of paper for each page on your site. Then construct what you want to say and how you want to say it directly on your "storyboard" pages.

Although every single page within your site should be given your best attention, the first page is the most crucial. It determines if the viewer will stay or click onto something else. Make sure it's inviting and understandable.

They're on the move.

Most people on the Web want information, and they want it now! So make it easy for your visitors by doing the following:

• Be clear and concise.
• Keep your sentences and paragraphs short.
• Break up your content into bite-size pieces with lists, definitions and the like.
• Since most people don't like to scroll, use a navigational bar near the top on all your pages within the site.
• Keep your graphic files small.
• Use lots of white space. It helps the eye scan more easily.

Testing & Updating.

Finally, after you've completed your site, test it. Make sure your links are working. Have friends or co-workers look at it and give you suggestions on ease of use.

Then, upload your site but don't forget it. A Web site needs to be updated often. One way to get visitors to return is to offer fresh information. So promise to deliver something new and then update, update and update!

Putting it together...

Designing your Web site can be an exciting adventure or you worst nightmlare. It's certainly time-consuming and challenging, but well worth the effort when the site is up and you're getting some response. Just remember to look out for the attack of the gaudy graphics. They're known to eat up Web site space.