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Consider the content. People use the internet to gain information. So, as much as possible you want your visitors to gain a lot of information and knowledge from your site. Poor grammar and spelling will reduce your credibility and reputation. You would not want this to happen so make sure that your site provides valuable information or else your visitor will again click away from your site.
Site navigation. Functionality and navigability should come before artistic excellence. Site navigation should be simple, easy and spontaneous. It's no use making your site artistic if users cannot navigate around it.
Browser compatibility. There are hundreds of browsers in use today. Hence, you must design your website to work properly in the most widely used browser.
Likewise, occasionally test all site links to make sure that they are valid. Nothing discourages a visitor off faster than broken links.
Simply put a good web design is a combination of good planning and common sense. A good website is like a good storefront - it could mean the difference between a casual visitor and a serious customer. Remember that your visitor is the king. Hence, it is important to make them happy and to keep them happy.