The most important thing about having a great site, if you have an online business, is to do things that 'work' (ie: make the sale) not just what is to your personal liking.
Research other businesses or online stores in your field. Take notes on what they are doing, and consider using some of the same techniques.
Make your website easy to navigate. Forget all the fancy and unique navigation bars, if someone can't find what they are looking for (usually information or as item to buy) then they will leave.
Have a good stats program on your website so that you can test your page see what works. What pages are people entering on? How long are they on your website. What pages do they exit on? This is essential for your business success.
If your pages are down, or don't load fast, your potential customers will click away... and probably never come back. Here is a website called HostTracker which monitors your websites uptime and downtime, just signup for free, plugin your website name and you will receive an email if your website is down.
By now you should realize how important images are on your website. There is just no excuse for crappy graphics. Yes, you can find some decent ones for free but you will waste a lot of time searching through a lot of junk. Isn't your time more valuable than that? Go spend 10$ and get a one week account at Clipart.com or go check out iStockPhotos and get some professional graphics and photos for your website. It will make a world of difference.
Do you ever shop on websites that don't have nice, clean and professional graphics?
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