In the sea of television commercials that confront me on a daily basis, I remember only a few. The commercials I remember are those that have clever messaging, striking graphics, or are advertising product that interests me. Interestingly, I'm rarely interested in the product, so advertisers are grabbing my attention largely based on cleverness and attractiveness alone. For example, I don't like cheep beer, but I'll watch Budweiser commercials with enthusiasm and tell all my friends to seek out and watch their commercial if its worth it.

I see twice as many web sites as I do commercials. Just like commercials, I recall just a few. Less probably. The ones I remember have little to do with usability. I expect things to be usable. They also have little to do with the product. Nine times out of ten, it's about messaging, attractiveness, and experience.

That said, I'm confused as to why companies invest so much time and money creating memorable, viral commercials, yet fail to do the same with their website. What good comes of high-priced marketing campaigns or features galore if I come to your front door unimpressed?

Start thinking about your website as a Superbowl commercial. Invest the money. Have striking visuals. Back the visuals up with a great experience. Focus on quality vs quantity. Ask yourself, I if I viewed my site along with 50 others, would it stand out? If I used my site, along side 50 others, are their experiences inside that would stand out?

If you do these things, just like a commercial, people will come, stay, and tell others.