To build great web sites, a web design company needs to know what their user expectations are. Web sites that are aimed at attracting the masses must appeal to the user with the lowest common denominator of technical ability, which means doing things in a way that is familiar. As the internet became more and more established, businesses wanting to create web sites where users could quickly find what they were looking for would imitate layouts from other well established web sites, like Amazon.com. Amazon.com is known to be the first web site that used tab-style navigation, another borrowed convention from the real world. It worked initially because people were already accustomed to it in the real world and it wasn’t something alien. Following Amazon, web sites all over began using a tab structure gor their navigation. Users have become accustomed to it and it’s not a bad idea to provide users with something they are familiar with already. It provides for better usability. There’s a fine line between being innovative and confusing users by completely breaking established norms. If norms are to be broken, they should be done out of a clear purpose that provides an added benefit.