Ease of navigation. This is perhaps the most important element. Research shows that visitors immediately begin forming a mental "map" of a site as soon as they begin using it. Consistent navigation elements allow a user to quickly learn the Web site’s navigation method and use it throughout the site without having to learn a new navigation method on each page or section. Consistent navigation enables users to figure out both where they are and how to get where they want to go next.

Professional appearance. By using similar headings and navigation schemes, Smith pages look well-designed and professional.

A clear distinction between Smith and non-Smith information. Visitors must be able to discern when they arrive at a Smith site and when they leave it. Consistent graphic elements, navigational tools and page layout work together across the Web site to create a distinct "look and feel" that indicates that information on those pages, and information linked to from those pages, is related, accurate and easy to navigate.