We could use this review as an excuse to go into an extended rant about slow-loading Web sites that are so hard to navigate that they are almost useless, even if they contain "must-have" information of some sort. But we won't. Why should we, when John Rhodes says exactly what we would? And John backs his opinions with heavy-duty academic creds and plenty of numerical data, so even the densest corporate bozo in the world (not your boss, we're sure) is forced to admit that his ideas are valid.

It's easy to forget that just because you know where eveything is on your Web site, and its layout makes sense to you, the rest of us may have trouble figuring out what you're up to. We're not stupid, necessarily. We're just not as attuned to your area of specialized knowledge as you are.

If we knew everything you did, why would we be looking at your Web site in the first place?

Catch the drift?

Good! But drifting is for...drifters. Better you should paddle a little if you expect your Web site to be a swift Internet canoe instead of a clumsy online raft, and John Rhodes can help you make that transition.