The occasional users and customization
I was glad to see Jakob Nielsen's Customization of UIs and Products today. The article supports my argument that your site must first support the needs of the occasional user. So make your site direct and simple. Nielsen writes in the The Importance of Good Defaults section “Despite its benefits, many users don't avail themselves of customization features. Users exhibit a strong bias toward simply getting things done on a website, rather than spending time fiddling with preference settings.” I take this further: For the vast majority of small businesses a single page web site is really all that you need.