Expertise

Appearance

Appearance is everything. There are a couple considerations when constructing a site or article for the web: consistent navigation, and attractive coloration.

• Consistent navigation consists of internal links. Some appear as a group of choices at the top of the page. Others are presented as navigation menus on the left or right.

• "No Clown Pants." - Dr. Lucas
  • Clowns can almost always be found at the circus. Their boisterous outfits would be appalling for anyone to wear to a business meeting or a work function. Endless pok-a-dots and clearly mismatched, supremely bright colors are not acceptable attire in most situations. The same is true for web content. If a site is overloaded with unmatched or overly aggressive coloration, there is a high possibility users will only glance and move on.

Professionalism

Professionalism is the main source of credibility.

• Subheads give scanability an opportunity.

• 3 Seconds is all one gets.

• Credibility is created through external links and support.