And it's not a refrigerator.

So this is my first blog. And it's a complaint.

The web is not an experiment. It's not a fad or some whimsical vehicle for personal expressions. It's the most significant tool in the history of communication since writing. The web does everything, goes everywhere and is finding new ways to do new stuff that we hadn't imagined even a few months ago.

If you are a client - someone who needs and relies on a website, but doesn't build them as a profession - I beg you, hire a professional and let them work. Your website stinks because you think you're good at it. But you're not.

You wouldn't question your plumber's choice of PVC or brass. You don't know the first thing about plumbing.

You don't tell the chef to cook the salad medium-well and serve the steak first. With a lite vinaigrette. That would be crazy.

But you don't hesitate to tell your web team to cram too many links in your navigation. You gladly explain that your 17 year-old nephew, who is quite sharp at technology, thinks we should use more CSS3. Or that your "About Us" section should be first in the menu.

Stop. Please stop.

There are a few big ideas you must consider.

First, your website needs to do something to make you successful. If your site is an e-commerce arm of your business, your site needs to sell product. If you are a university, your site needs to get students to visit and enroll. If you are a hospital or physician practice, your site needs to bring patients to you.

The members of your _____ committee receiving a commendation from the local _____ society doesn't help. It doesn't make you more successful. It alienates your customer. It is one more thing that frustrates your customer.

Your website isn't your mom's refrigerator door. You don't get to hang every picture, announcement and accomplishment on it just because you can.

Every word and every image on your site needs to be justified by answering this question; "will it make me/us more successful by allowing our customers to interact with us?" If yes, post away. If no, throw away.

It really is that simple, but no one (that I've found, anyway) talks to you in these terms. I love the web. I love clients and I love the success you can achieve. And I love the fact that you've read this. Now tell me what you think.