> The primary purpose of a website is to find and do things easily

After more than a decade of public use, the Internet is now regarded by the majority of its users as simply a tool - to send and receive email, to find and buy products, to search out information or just to keep in touch with what's going on in the world.

Your visitors want to be able to complete any or all of these tasks - and they want to complete them quickly. The underlying design principle is: understand what your visitors want and need to do, and then design your website to let them do it easily.

Our key goal is therefore to keep things simple. In fact, the more features you're tempted to add to a web site, the more likely you are to spoil an effective working design and to interfere with the key messages that you're trying to get across - and the tasks that your users really want to complete.