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2. Make it Fast
Click through time (time taken by the user to call up a site and move on)  can be measured in seconds, especially for visits to a new site.  If there are "heavy" graphics or backgrounds, your front page will load slowly.  Black, for instance, loads slower than white background.  At present, 89% of web surfers use modems.  Eleven percent use the 'big pipe' cable or ADSL access.  Of the modem users, about 30 percent use less than the optimal access speed, either because their operating system is not set up properly, or because they have older modems.  So keep your site "clean" so the first page loads quickly

3. Build Trust 
In some ways, it is still a wild wild west on the Internet and security and credit card fraud are major concerns for possible buyers.  You can make your site secure and digitally certified. Let your customers know that they are dealing with a 'bonded' site.  Once the surfer becomes a customer, do whatever is necessary so that trust is never broken. 
4. Make Site Navigation Easy
Unlike an elevator, electronic pages have no restrictions- up,down, over there and home again; all are possible.  There are no  dimensions to limit navigation.  Make it possible for surfers to go from anywhere to anywhere and them know exactly where they are and how to get back.
5. Tell Them Where you are
You can have the best web site possible, but if nobody visits, its all wasted.  Think carefully about who you need to reach.  Tailor your advertising accordingly.  If they are local, the community paper might be good.  If they are worldwide, Internet banner ads or search engine registrations might be better.  Consider trade or specific-interest journals for specialized customers.