… to wait for the Friday night link roundup. Here’s one: Your Customer and You, by Roy H. Williams.

In 2007, your website will need to deliver: Information. Clarity. Truth.
Your website should be a window into the soul of your company:

1. Anticipate your customer’s question.
This is why you must embrace persona-based writing.
2. Answer the question transparently.
Statements that don’t ring true will score against you.
3. Make the answer easy to find.
This is a function of website architecture.

And that’s just one bit. Go read, please. (via …Persuason Architect)