Matthew 06 December 2009 Couldn’t agree more – as far the article goes! But I think there are actually 3 facets to a successful website: 1. Content that serves the right audience and business goals 2. ‘Findability’ to ensure that people reach the site 3. Usability, so they can achieve their (and your) goals Amazon & eBay may be exceptions, but they’re arguably exceptions that help prove the rule.