Alexander Williams

Describing Web 2.0 as the "latest fashion", Mr Nielsen said many sites paying attention to it were neglecting some of the principles of good design and usability established over the last decade.

Good practices include making a site easy to use, good search tools, the use of text free of jargon, usability testing and a consideration of design even before the first line of code is written.

Sadly, said Mr Nielsen, the rush to embrace Web 2.0 technology meant that many firms were turning their back on the basics.