Ease of Use
For most Web sites, ease of use comes down to letting people know what they should do and how to do it. Right away people should know the point or theme of your site. They also need to know how and where to get started with the site's primary features. As they move around your site, they should know where they are, where they need to go, and how to return to a "safe" home base. Your audience will move on if your content is not easy to locate or use.

Structure
A simple, clear structure and prominent in-site location feedback will enable your audience to easily navigate, greatly increasing your site's appeal. Icons, labels, metaphors, and other information may not be evident to the average person. Clarity on all levels is crucial.

Promoting Content
Most Site designers seem to believe that their content will automatically draw the appropriate audience (the "Field of Dreams Fallacy" -- if you build it, they will come). To be effective, promotional materials should communicate where the site is located, how often it is updated, and why it's relevant to the promotion viewer. Promotional material must also communicate the primary features, goals, or themes of the site. It has to convey an appealing attitude to its target audience.

Most sites have not done a good job of using their promotional spots to let people know that they have time-sensitive events and constantly fresh content.

Community
Community is feeling connected with other people. Communities provide a place to make new friends, stay in touch, learn about the world, show off skills, appreciate each other, and just have fun. Creating a community involves more than simply adding a chat or bulletin board to a site.

People have different social goals when online, and different spaces create different types of communities. Given all of these differences, it is unlikely that the generic solution of adding a BBS or chat room will foster a successful community. Tailor your site to support the type of community you want to foster.

"Nontraditional" community interfaces could include a high score list, a poll, or getting musical recommendations from others based on a clustering algorithm. At its most basic, community is about believing that there are people nearby.