SIMPLICITY = SUCCESS(clutter is confusing)KISS (keep it simple smarty). Why are many of the “Web 2.03 sites so successful? Simplicity. They keep the message to the core reason for thier sites and focus everything around that core message or product or functionality - depending on what the site is about of course.Have a look at www.yousendit.com, and get a feel for why this works… * it looks good, clean and clearly readable * there aren’t many “action” options * everything points to the core function of the site (including the URL & company name) * it is actually very easy to useI have to say that I get VERY frustrated with clients who want “EVERYTHING” featured on the homepage, and MOST of those “things” are just happy talk and non-core information. It’s okay to have everything on the homepage if they’re just links to everything placed below the core message (and in a smaller font size!), and not masses of text or multiple “special features” all vying for the user’s attention. People will do one thing (or leave if they’re confused), so why not direct them to the ONE thing you’d like them to do or perhaps the ONE thing they’ll get instant benefit from? If there is just one thing to do, and it looks beneficial for the user, then your conversion rate will soar.The thing I like to ask is “what is your core message?” or “what is your point of difference” and “what is your main service or business function” or similar questions to get the core message to the forefront. However, convincing a client to keep it simple can be really tough because they’re thinking about magazines and brochures and other marketing materials that can afford a little more clutter (although, even then I tend to disagree somewhat, but that’s a whole new blog for a later date) due to the time that people spend reading them. Please note: WEB USERS DON’T READ NEW WEBSITES, THEY SCAN NEW WEBSITES (again, more about that later) so it has to be easy to read and understand in order to be effective.===========More helpful online design and marketing resources can be found at www.neu.com.au/global-impact.