Every website has content that is relatively static and unchanging. Typically this content relates to the company, general contact information, the background story and direction of the website.

A website should also contain content which changes from day-to-day or week-to-week. This could be news updates, gossip, specials, timely updates, jokes, etc. This changing content will keep some browsers coming back for more -- checking in periodically to see what's new. This changing content will also communicate to a first time visitor that your website is up-to-date. Even if the nature of your content is timeless, a browser-by still wants to smell that "new website smell." Nothing like stale air to encourage a browser to keep on going.

Go ahead and allow the browser-by to feel at home. If everyone in the universe has a copyright notice on the bottom of the page with some kind of link to a contact address, why not do the same? And how about some way to get to the top of your website when a browser jumps in via a deep-link?

Which brings us to the question of a logo. You really should have some kind of graphic element which becomes synonymous with your site. Branding is so so important. And we don't mean so-so important. We mean like really really important. Keep in mind that you or others will be making buttons from your logo. So it needs to remain legible when reduced to 50 or 100 pixels.

So for all of us that don't plan on spending millions of dollars maintaining a website the key to a happy life will be a motto you've heard many times before: K.I.S.S. "Keep It Simple, Stupid."

And ya know what? Maybe some of those super-sized websites could learn a thing or two from this same motto.

The designer, content generator, and HTML coder can do their jobs perfectly well without being the holder of the "Will to Be" baton -- barring those situations where all five website creation jobs are handled by the same person. Yes, as strange as it might sound, there are websites where one person does not do all the work.

If you are in a situation where you are the one holding the baton of "Will," and you are directing others to generate content, manage design, and create the HTML code, do not fall into the trap of acting as if other's, by necessity, will share your drive to bring the website into being. That is your job. If others share it... great. Just don't fall into sleep and dream that others are carrying this baton. A website can not be brought into existence by a group of bureaucrats, each one just doing his or her job. There must be a visionary pushing and driving. Otherwise you know what happens. You've seen it on many websites you've visited.

It is possible to allow a third party to register a website to search engines and monitor the standings on these search sites. The initial posting to search engines will be the hardest. Why? Because there will be many decisions to be made. What category does your website fall into? Is it educational? Is it entertainment? Well, if you could choose between all possible categories, it might be easy to determine where your website falls. But what about those situations where you have 10 choices -- and none of them match the ideal? This requires a little juggling. Hence, it requires input and clarification from the website principles (folks intimately involved with the site).

Several items that need to be prepared prior to registering your website with the major search engines include:

• a general two-paragraph description of your site;
• a one sentence description;
• a 40 word description;
• a 25 word description;
• and a 10 word description.