Ultimately, users visit your website for its content. Everything else is just the backdrop.

In the attention economy, anyone trying to connect with an audience must treat the user's time as the ultimate resource.

The system should always keep users informed about what is going on, through appropriate feedback within reasonable time.

A bad website is like a grumpy salesperson.

To design an easy-to-use interface, pay attention to what users do, not what they say. Self-reported claims are unreliable, as are user speculations about future behavior.

Designers are not users.

Ultimately, users visit your website for its content. Everything else is just the backdrop.