Take a look at the competition so you know how you stack up. Look at competitors' websites as well as the sites of companies in similar industries to gather ideas you may want to leverage in your own site.

Think of your brand - make sure you website represents your business brand.
Keep your website professional. Try to avoid the flashy gimmicks to generate attention. They're distracting and might steer away from your overall message.

Make sure every visitor can understand your site.
Keep the language of the content simple. The purpose is to keep your visitors on the site and learn about your company's products and services. Don't lose them with industry jargon.

Make it easy for visitors to buy.
If you don't know how easy it is for website visitors to purchase from your site - buy something from yourself. Understanding the customer experience is the first step to improving it. You should also consider giving your customers every possible option to pay (i.e. credit cards, PayPal, etc).

Keep the info on your site current
Update information on an as needed basis. Nothing can be more frustrating for a potential client or customer to find outdated information i.e., phone number or email address, products no longer sold or out of stock, company no longer exists, etc.

Make sure customers know how to reach you.
Always provide a customer service email address and a phone number - even in the self-serve world of the internet, sometimes customers need to talk to a real person.

Monitor the number of visitors that come to your site.
Use search engine optimization tags to track how many visits you website gets per day, week or month. (For example Google provides free analytic software that you can integrate to your site.) Knowing how many visitors you are getting helps you test and adjust different content, offers or advertising on your site.