The bricks and mortar world of real estate is about physical property and the amenities which determine its market value. There is a definite correlation in the virtual world of the Internet: Real estate is a Web browser; and its market value is determined by the message, content, and design of your Web site.

We defined the most important portion of your entire Web site in our article, Real Estate 101. It is what the user will see in the browser window on the homepage of your Web site—without scrolling. Your home page, therefore, should provide clear and concise information quickly or you risk losing visitors to your competition. Three simple rules help you to accomplish this.

1. Never "scroll 'till you mole."

A mole lives underground and has strong forefeet for burrowing. Mole Web sites force you to burrow deeply into your browser's real estate. They lack a clear message, properly formatted content, and clean navigation. An example of a mole Web site should make this point obvious.

The Small Business Marketing Bible Web site violates many concepts of a good Web presence.

• The site scrolls down to Antarctica. The designer ignored the term "real estate," defined as what the user will see in the browser window of your Web site—without scrolling.
• The navigation bar's "Don't Click Here" link simply reloads the page.
• At the bottom of the page, a link beckons you to "Click here if you've decided NOT to purchase the Small Business Marketing Bible." The link returns a "not found" error.
• Finally, check out the "Free Marketing Course" pitch that incessantly hovers about the page.

Horizontal scrolling is another important facet of Web site design. This brings us to the issue of whether your Web site should accommodate a fixed or variable width. A fixed width design is set to a designated screen resolution and remains static, whereas when you resize your browser window with a variable width design the content will dynamically adjust. While LCD monitors with higer native screen resolutions are quickly replacing CRT monitors, a fixed width design of 800 by 600 pixel screen resolution is prudent and will prevent a horizontal scroll bar appearing in the browser window. So plan ahead; horizontal scroll bars are the dearth of Web site design.

2. Define your message, product or service immediately.

That sounds simple enough. Furthermore, "a picture is worth a thousand words." Just throw up some tantalizing images, perhaps a Macromedia Flash presentation, and your whiz-bang site is a stunning success. But a site visitor must read your message. If a thousand words deliver your Web site's message, your audience is gone—for good.

Writing for the Web is an entirely different milieu; people scan information and look for key words or phrases that pique their interest. Volumes could be written about this subject, and I strongly suggest an experienced Web copy writer to craft your message. Moreover, the term "contrast" is of paramount importance. Contrast means how your text show differences when compared to its background. Maximum contrast is the most readable and least fatiguing to a site visitor's eyes and sensibility. While 10-pixel white type on a blue background, or light gray on a white background may appear fashionable, never sacrifice style over substance. The content of background-colored text should be carefully considered and possibly set apart for information or salient points that amplify upon or relate to your principal message. Look at any major news or trade rag for examples and guidance.

A good Web copy writer and content strategist will also help you to develop a logo and/or a tagline, convey what you want a user to think and how you want them to identify with your product or service, as well as create a statement of your brand personality.

3. Website navigation must create an effective, usable site.

The best retail stores are designed with signs so that you can find your section at a glance. Moreover, merchandise displays coupled with the store's layout affect buying patterns and habits. Your Web site visitor's experience should be just as simple and friendly. Navigation, on average, should provide 6-9 different sections to choose from. Too many sections will confuse the reader who needs the information they are looking for quickly.

To summarize:

• A clear, concise message. Well-written and properly formatted content. Balance style and substance. The ultimate goal is usability and a positive user experience. Remember, scrolling is for moles.
• Coherent Web site architecture. The ability to find information at a glance. Keep in mind the three-click rule, wherein a user should find what they need in three clicks or less. If not, you stand the chance of losing them completely.

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