A product or service that the public needs and wants at a
   competitive price.

A well designed and functioning website that's easy to
   navigate and easy for customers to contact you
   and to order your product or service.

A cost effective internet marketing campaign that drives
   thousands of visitors to your site every day

Good copy because you only have 3 seconds to grab your
   visitor's attention before he clicks off.

What makes your product unique?

Who is your target customer?

What problems does your service solve for the
   market?

Who's your primary competition?

What benefit is most important?

First Impressions count! Think about the message you are sending to your
   customer. Don't make the Home Page too busy-encourage visitors to dig
   deeper into your site with inviting text and interesting graphics. If you are serious
   about your business, buy your own domain name and don't use a “Free”
   hosting service.

Design sites, not pages When designing a new site you should try to create
   a design that will make sense to users, has a consistent look and feel,
   and can grow with you as your business grows. Consistency in the
   design of a site is one of the factors that differentiate amateur sites
   from professional sites.

Make it easy to get around your site.  Your customer should be able to easily
   navigate from page to page. It's important to link pages in a consistent,
   well thought out manner that's easy to use. If you are selling
   a product, make it easy for people to buy! Show your business name, address, phone
   number and E-mail address on each an every page. Invite customers to contact
   you with their questions or comments

View your site through the eyes of a stranger. Once you have completed you site
   outline, view it in other browsers. Does it look the way you want it to look? 

Ask users about your site. Ask friends to check out the site, and then grill them
   on what they thought about it. Often, users can be confused by
   things a designer might never see as a problem.  Don't ever stop looking for
   ways to improve your website. Subscribe to professional E-zines, and keep
   surfing the web doing market research. What are your competitors doing
   better? Ask for feedback from your friends, relatives and customers.
   They will often see things with fresh eyes.

Benefits, Benefits, Benefits; When visitors lands on your site, they wants to know
   one thing: how will they benefit from buying your service or product. If that is not
   answered right up front, clearly and concisely, you will lose those visitors.

Write in a friendly personal manner; you're in the relationship business, talk to your
   customers in an honest pleasant voice. Let them know you really understand
   and care about their problems and have the solution. Use informative headlines
   and subheadings that grab your visitor's attention followed by
   short paragraphs that support them. If you make the customer feel you really
   care, they will want to buy from you again, and again, and again.

Keep your sentences short and simple; write to communicate not to
   impress. The average visitor reads at a 6th grade level. Choose strong verbs
   over weak ones. Talk to your visitors not at them. Keep
   your sentences short and avoid large words. Use images sparingly and only if they
   relate and support your content. If not, they will only distract the visitor from
   reading your web copy.

Eliminate clichés – avoid the temptation to be cute, slick, and
   entertaining. You will only bore your visitors and they will
   click off your site. Only ask questions that guarantee a “yes”
   answer. Remove filler sentences that contain phrases like “for those of
   you” and “all of you”.

Testimonials – simply, these are third party endorsements that support all
   the claims you make in your web copy. The more testimonials you
   have the more credibility you have. Satisfied customers
   are always agreeable to provide you with a personal endorsement.
   You should have at least five.

Proof read your web copy – errors in your web copy give the impression
   of being unprofessional or sloppy. Read the copy aloud to
   yourself or get someone else to proof read it. Often they will find more
   errors because they are more objective. Use the spell checker but
   don't rely on it. Often it doesn't pick up all incorrectly
   spelled words. Print a copy of your content. It's easier to
   find grammatical or spelling errors on a hard copy.