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The key to a successful website is not it's design, it is the information that the website provides to the end user. Take a look at Reddit, it's a simple user interface, with no animation and a simple design, but with a plethora of content. That content has hierarchy, intent, and is easy to read. That keeps people coming back for more and more. Successful websites leverage their content and design it in a meaningful way to provide their customers the power of information.

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