Design
The usual requirement of most small businesses and charities is to get their message across quickly and efficiently to the greatest number of people.
To this end, I produce sites that concentrate on the information it contains. So the actual written text is central. Navigation between pages must be clear and logical. Any graphics used are optimized so that they will load as quickly as possible. Animation is used sparingly or not at all. Successful sites such as Yahoo, Google and Amazon all follow this sort of design philosophy.
"The greatest number of people" includes the 8.6 million people in the UK who have disabilities. All our sites are designed as far as possible using the accessibility guidelines issued by the Web Accessibility Initiative which is part of the World Wide Web Consortium (W3C), hence the W3C logos on the home page. Not only is it desirable that websites should be made accessible to disabled people, your site is potentially falling foul of the Disability Discrimination Act if these guidelines are ignored.