Obviously this post is intended for web creators.
You must assume that everyone who visits your web sites is one, or all of the following:
Exceptions to this is anyone who says “That’s lovely, dear”, because your mother is obviously none of the above, but nor is she an honest judge of your work.
If you make this assumption then you will produce web sites which are
- Easy to use, therefore effective
- Fast to arrive, so visitors will hang around longer
You might like to make them attractive as well, but only if you have these basics sorted first.