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What defines a great website and a bad website?
There are html validators, css validators, and accessibility validators. There are often documented coding standards and best practices. Do you know if there are website design validators or documented standards for quality websites? Is there an objective rating system for sites or is beauty simply in the eye of the beholder?
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Websites should be simple, interesting and understandable.
If your clients don't understand it, they can't use it properly.
Else if your clients don't find it interesting they don't really bother.
Else if your clients are really sick of too much content like adds datas or things like that, they will prefer more simple solutions or sites.
An example for simplicity in web is http://howcode.org/ take a look.
Happy coding ☺