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Study the competition
See what your competitors are doing and try to do better or to make your site more appealing

Keep it brief
The first page of your site should be short, sweet and to the point. Enable people to understand quickly what you do and how they can find out more. Clear navigation links are important on this and all other pages.

Keep on keeping it brief and simple
Keep your message as simple as possible. Lots and lots of background stuff about you will probably be of little interest to first visitors. Avoid complex background graphics and poorly contrasting text. Definitely steer clear of blinking text and flashing banner headlines.

Refresh content
Update information as often as necessary and avoid leaving out of date stuff on your site. This is a big turn off to visitors, who may never come again.