A website often has more than one target audience it wants to attract. The structure of a site is important so that it is easily navigable by users who have different motives for visiting the site and different usage styles. In many cases the information is arranged in a hierarchical manner, i.e. with sections and sub-sections, always keeping in mind that the user must get what he or she wants in as few steps as possible. The appearance of the website must match the image that the company or organisation wishes to portray while attracting the visitor's attention and interest. It should also provide visual cues to support the navigation scheme. A design needs to be created that considers these and several other factors.