If you read websites critically you might also notice a few recurring categories. My favorites include:
1) The store-bought-cake type
Full of fluff and bling, übersweet in their politically-correct dialogue, they lack true flavor and character. Websites that deal with art and design often fall into this category.
2) The mystery-meat type
This type is so full of technical jargon and abbreviations that only a true techno nerd can follow it. Technology companies frequently have this type of website. It assumes the reader has knowledge of the company’s specialty and excludes anyone who does not, including valuable potential clients!
3) The six-foot-submarine-sandwich type
This type is full of words. The author is in love with his or her writing but doesn't take the time to (have someone) read it and trim the text down. A surprising number of professional writers have sites that fall into this category.
4) The bland-porridge type
Here people take the trend toward simplicity and “bare bones” writing to an extreme and the text reads like a learn-to-read book. Yes, the site should be accessible but it shouldn't read like “Dick meets Jane!”
5) The trendy-tapas type
Fast and easy, this is the young company with energy to burn. They have no time to draft a proper text (nor, often, pay attention to spelling, grammar, or correct language!). It gives you a snack, but not a meal.
Do recognize any of these (or a combination?!) qualities your own website? Consider a rewrite!