Do

1. Be conversational, entertaining, engaging and more fun than you think you need to be.
2. Take opportunities to wow the user with a little bit of magic, provided he can still find what he’s looking for.
3. Remember that there are some pieces of information that the user “owns” and that information must be immediately accessible.
4. Remember that some functions of your site are a product served up by your brand. Some are just fun.

Don't

1. Force people to have to visit your site just to interact with your brand.
2. Miss out on having your own top level domain. Many users will get to your site by just typing it in and it shows leadership in the category if you are there.
3. Force your user to have to know how your business works to use your website.
4. Forget that the user has needs of his own, on top of what you need.

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See Also

Mobile Dos and Don'ts

Online Media Dos and Don'ts

Social Networking Dos and Don'ts