Companies want many elements in their Web pages. One computer industry spokeperson says, "A company's Web site needs to fit its image. It has to give people a reason to keep coming back for more information or makreting hype. The job calls for knowledge of Internet programming language as well as old-fashioned creativity." A Web page design firm in Los Angeles, California, posted a typical on-line sales pitch to potential customers who need a company Web site: "Our profesional staff pay particualr attention to content and design elements. These are created not only to make your site unusual and eye-catching; they are a reflection of your company's unique characteristics. "Whether designing a single-page site or multilever interactive sites...whether you want sound, forms, tables, animation, image mapping, custo graphics, or something simple wi will bring you dieas to the world in an unforgettable and affordable way." This give someone thinking of working for the company as a Web page designer some idea of what is expected of him or her. There is also more: "We belive in consistent and open communication with our clients," the firm's sales pitch continues. "We will never leave you dangling with unanswered questions or low-quality pages. "It is this philosophy that over the years has earned us a reputation for leadership in creating Internet business pages." The sales pitch concludes with, "Your Web site will be a visual representation of you business. It will portray the meeting a new client. For example, your Web site can include your marketing brochures or promotional information. This creates a consistent look between you virtual (Internet) business site and you actual local business site. That may sound like a tall order for a Web page designer to fill, bu it generally what everyone wants from their Web site. To fill such a tall order, a Web page designer must have not only the specialized desing and programming skills mentioned earlier. They must also have two other essential skills that cannot be learned but must come from within: imagination and creativity.