1. A Theme or Style - Your web site should have a theme or style that is unique to your business and product. While template sites and “Do-it-yourself” kits offer a cheap alternative, the result is often ordinary.

2. A Simple Navigation System - Your web site should have a navigation system that is easy for your clients to understand. This requires clear buttons or icons that allow them to get anywhere in your site with a single mouse click.

3. A Professional Presentation - Your web site should have clean photographs and illustrations and be devoid of spelling errors. While this seems obvious, often more emphasis is put on the pizzazz than on the practical. Your site should be showy and smart.