Keep returned data to the bare essentials. There are two main reasons for this: Firstly, people who surf the Net are driven away by reams of scrolling text and don't stay long enough to digest the information. If the information is not forthcomming, it is easy to press the 'back' button or type a new address.

Secondly, a neatly designed interface screen brings back information in an intuitive human fashion that we find more comfortable to interact with and complements our demand for quick relative information.

Returned information should be short and to the point - just the bare essentials. When using a backend database, there is relatively little that the user needs to see, so remove everything that doesn't need to be there and design a simple interface around it.