Repeat after me:

The Internet is not a billboard.

Great web-design is found in simple structures that are obvious to the visitor easing the search for information. The job of design in the Internet is the same as in any other media - to frame and structure and add a meaningful visual layer to the subject at hand. Exceptional design simplifies and distills bringing illumination and enjoyment to every task it touches.

That said, even great design is reduced to eye-candy without the support of well written, incisive copy. Design cannot carry your entire message to the world. Multi-media elements like Flash animations, videos or podcasts are useful tools to get the job done, but they won't cover up the fact that you need content that is on-topic. Content that educates. Content that offers assistance. Content that amuses. How long a visitor stays at your site can be reduced to three words: content, content, content.

Touchstone: usability

What is it? Why do I care?

Usability, simply put is the measure of how comfortable and intuitive an application, website, workflow is, and you care because it's all about you. Remember the last time you went to the internet, or your computer to accomplish a task - and couldn't? Do you remember why you couldn't?

We do - the application didn't meet your usability standards. You left the site, turned off your computer, frustrated and maybe even angry. We think there is enough frustration and anger in the world. Usability is an essential part of the cure.

All these factors and others decide the success of your internet presence. Half-hearted examples without any real use - there are lots of these already out there in the world. Treat your internet presence like you treat everything you care about and be conscious of your intention. The results will be worth it.