The 6 seconds pitch: A website is not about grabbing *eyeballs*. A website shows your capacity to respect others. Time is your audience most precious asset. Nobody owes YOU to waste his or her precious time. Be concise and to the point right off the first page.

Only your Mother reads it all: Content is a smart and judicious balance of visual (imaging/graphics/interface) design knitted with text information. If you have dumped the corporate brochure in your website, your Mother will read it but your target audience won't. Summarize your website in 7 navigational choices and less - 5 bullet points and less - 3 paragraph of 3 sentences and less... You get the point: Online - less is best.

Uniqueness of concept: A concept is an array of different ideas held together with an overall thread that you can model to fit a media. If you don't have a concept you don't have a website. Each individual is different and so are companies! Failing to express this makes you history before even launching. There are no *template* one size fits all.

Why Redo a WebSite/The 6 Second Pitch/Eye Candy Mythology/Defining Your Objectives/The WWW Syndrome