We spoke with Web designers, journalists and other experts to obtain their insights about Internet users’ preferences. Here’s a list of the features that experts say Web users want most:

§         Speedy download times. A company can obtain a significant advantage over its online competitors simply by reducing its site's download time by three to five seconds.

§         Immediate access to information.

§         Brief and concise content.

§         Technology that makes the end-user’s experience easier. Internet users today perceive some FLASH and other animation as annoyances when they aren’t used judiciously.

§         A maximum of three clicks to get to any part of the site. If a company is selling fine French cognac, the end user should be able to find out anything that he or she wants to know about the product in three clicks or less.

§         Easy access to the company’s contact information. A company should list its telephone and fax numbers and mailing address on its Web site.

§         A corporate Web address instead of a no-name URL. Internet users are more comfortable working with a business that has its own Web address. The same goes for corporate e-mail addresses.

Journalists also rely on the Internet to conduct research and obtain information about companies and industries. Our experience working with journalists has shown that a corporate Web site should have an online newsroom that includes news releases, photographs of executives, corporate logos, a corporate fact sheet, contact information for media spokespersons and other information that can be helpful.