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Although it may sound obvious make sure that your site doesn't have any spleling mistakes. Even the experts can overlook that sometimes.
Don't overrun your site with images, flashing banners or pointless information. A cluttered hard to navigate site will only give potential customers an easy excuse to not revisit your site.
Make sure you site has a point. There's no use spending hours and hundred's of dollars on a great looking site if your customers don't know what business you're in within the first 3 seconds.
Can I see you contact details straight away? If i need your service and can't be bothered to look through your site, will I still take the time to search for your phone number or email address? Make sure that at least some of your contact details are visible on your home page.
Don't have too many links on your home page, you don't want to confuse your customer from the get go. Try and make your navigation system straight forward and easy to understand.
Watch your download speeds, you don't want to alienate customers who may only have access to dial up connections.
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