The best Web sites are the ones that constantly evolve. Sure, at some point a site is taken from concept to wire frame to HTML and made available online. But it should never stop there. To be successful, Web sites need to be regularly tweaked.

But what goes into developing a successful Web site in today’s ever–changing world? For more than a decade, the Web Marketing Association has been evaluating sites as part of its annual WebAward program (webaward.org). Here are five criteria the association considers in choosing its winners:

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1. Design. Most of us judge a book by its cover, and the same goes for Web sites. If a site looks outdated and unsophisticated, it loses credibility. With an up–to–date design, users will be more likely to dig deeper into the content.

2. Content. “Content is king” may be a cliché, but that’s because it’s true. People turn to Web sites for the content, and if the content is lacking, they will leave disappointed.

3. Technology. The technology behind a Web site can significantly impact its usefulness. If a site’s technology is too advanced or cutting–edge, users may have to work harder to find the information they are looking for. On the other hand, the effective use of emerging technology can enhance the user experience by adding to the sense of innovation and coolness. Find the right balance.

4. Interactivity. Some Web sites are designed only to supply information. Other sites use calculators or tools to extrapolate data supplied by the user into useful information, or employ games to improve the online experience.

5. Copywriting. Thousands of dollars are spent designing and programming a site, and all too often the language is confusing or doesn’t adequately convey the relevant information. The best sites are well written and proofread to eliminate typos.

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