The Right StuffWeb design experts reveal their top 10 trademarks of stellar sites.

1. Descriptive tag lines:"Right from the home page, some companies don't do a good job of communicating what their companies do," says Hoa Loranger, a user experience specialist at the Nielsen Norman Group in Fremont, California. "If your business name isn't descriptive, you need a descriptive tag line."

2. Excellent content:Vincent Flanders, whose WebPagesThatSuck.com shines a light on bad website design, says, "You can get anyone to visit your website once, but why would anybody come back a second, third or fourth time? Content. Great content solves problems."