Web design is a world of details. The smallest changes to the color or placement of a single button can vastly impact the way users interact with the website, which ultimately can affect the bottom line of a business and the happiness of the user.
Recently, the website for FRS Energy Drink was passed around our office which opened a discussion on the site’s pros and cons.
While this site deserves accolades for its design, there are a few areas in which it falls short and for which it would never make it out of the White Lion doors as a finished product.
1) Search Engine Visibility - Each page of the site is comprised of three flash (.swf) files which causes the content of each page to be relatively invisible to search engines. Ideally, the content of each page would be semantically marked up with XHTML rendering it visible and relevant to search engine spiders. As it is now, the spiders that crawl each page for search engines have only the META data to feed on resulting in repetitious and consequently less than ideal information about each page’s meaning and content. Think: “How come when I search for ‘Low Cal Wild Berry’ its page doesn’t come up?”
2) Lack of Navigation Marking - When you are on any given page of the site, that page is not marked in the navigation. This is how users orient themselves within the site, and is an integral part of a site’s architecture. Think: “What page am I on? I’m lost. This site stinks.”
3) The Content is Not Accessible - Harkening back to point #1, the content of this site resides solely within flash files making viewers other than modern web browsers unable to read it. This means that screen readers (used by individuals with vision difficulties and impairments) can’t read it. This means you can’t see it on your PDA/Phone. This means your printer can’t print it, not to mention those poor Google robots eager to learn about the health benefits of FRS. Think: “Why can’t I see this site on my iPhone?”
In closing, I should point out that the drink itself is surprisingly decent tasting considering all of the amazing things it apparently has in it. 
John Hull
Project Engineer
White Lion Internet Agency