Abstract: A machine implemented method of objectively determining attributes of a Web site is disclosed. A Web site located on a network of computers is spidered to determine all objects and hyperlinks associated with the Web site and an index is constructed to represent the Web site. The Web site is then analyze to discern scenes, similar to page views, and links that connect the scenes. Information is then collected of the relationships of the scenes that reflects human factors, such as wait times and hyperlink location. This relationship information is quantified and associated with the hyperlinks and scenes. A model is then constructed of the scenes and hyperlinks and the quantified relationship information is applied to the model. An objective effectiveness of the Web site is then calculated by mathematical treatment of the model. A preferred model is a graph theory model having vertices and edges.