It's All About Readability
Make "readability" a fundamental part of your web site design. If you want a professional-looking
web site that encourages visitors to read about your business, products, or services, the first thing to do is make sure visitors can, in fact, read what's on your pages easily.
Stay away from all capitals in your writing and use common fonts that are easy to read. The standard fonts that most web surfers are used to are Arial and Verdana. Don't try to be different.
Let Logic Prevail
Organize your content into logical sections. This takes some planning but it's key to a successful website. Make it a snap for visitors to find the information they're looking for.