This document provides tips for small and medium businesses to create effective websites. It recommends that websites should focus on giving visitors the key information they need quickly to make a purchasing decision. Websites should have a warm, natural tone where the company talks to visitors like people, rather than using cold corporate language. Homepages especially need to get straight to the point in under a minute rather than trying to showcase a company's graphic design talents or corporate information. The document advises keeping pages slim and succinct so visitors don't have to scroll or jump around too much.

1. Make Your Web Site Work One-Minute Sites for SMBs* (Small and Medium Businesses)

2. “ It’s never too late to be what you might have been.” George Eliot

3. Oliva & Toscani’s Law If your site hasn’t brought you anything up to now, be sure that it won’t in [2005] either.

6. Start thinking like your visitors. Think that your site is your Company, a family made up of [persons] that people expect to talk to. Oliva & Toscani

8. “ Start adapting to your potential clients. Get it into your head that your Site has just [one single appointment] to count on.” Oliva & Toscani

12. FACT: Studies by Jakob Neilsen for Sun Microsystems found that online reading is 25% slower than traditional reading. Online readers “jump” to look for words relevant to what interests them.

13. Oliva & Toscani’s Equation (too many words) = (long jumps) = (too much effort) = Bye bye DO THIS: Check out your web log reports! [look at the average length of time each visitor stays on your site]

16. Fact: Research into eye movement of online readers shows that 78% concentrate on the [texts] totally ignoring the images and surfing elements (navigation).

17. Web Sites That Work! Warm up you site and make it a pleasure to do business with you. Oliva & Toscani