Visiting some web sites is like going to another planet. From the first glance at a home page, you realize you're in a totally foreign world, a world where you don't speak the language. I've seen Web sites devoted to artistic movements, literary movements, philosophies or religions, industrial products, clothing, and types of music that are so esoteric most people have never heard of them. Still, the sites' owners present the information as if it's common knowledge. You visit a site devoted to dragons or electrostatic discharges or something, and there isn't even one line of information that explains what these things actually are.
This kind of subjectivity sends a powerful message to your Web site visitors. It says, "If you don't already know what we're talking about, we're not interested in helping you find out." This is not the way to win customers and profits in cyberspace.

There are lots of ways to fall into the subjectivity trap. I've cited some...

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