Make visitors comfortable with the idea of doing business with you.
Your home page should clearly identify your business and describe the products and services you offer.
Present the advantages you offer that wins customers and bring them back to buy again.
Use your corporate logo and colors on your site. Colors and logos are an important part of your brand identity and they relate your site to your other marketing materials.
Avoid confusion at all costs. Nothing will drive a customer away faster than a confusing site. Planning your site organization in advance is critical to building a coherent visitor experience. Use scripting and graphics sparingly and intentionally. Visitors don't return to a business site because of the pretty pictures; they return for the content.