?	Who is the company or person behind the site?

?	What are they trying to promote or sell?

?	Are they offering me something that their competitors aren't?

?	Is the subject of each Web page clear?

?	If applicable, is it easy to buy the product or service?

?	Is it easy to navigate the pages of the site?

?	Is it clear where I should go to find more information?

?	Take a look at your competitors' sites. In particular, note what works and what doesn't, and why.

?	Look at structure and layout, as well as visual appeal— color, fonts, and so on.

?	Think about what is missing and how your Web site could provide it.