'Less is more' - Ludwig Mies van der Rohe, architect
Requirements of an effective website...
1. Easy to find
Google Adwords makes you easy to find. See How to Sell on the Web for more details.
2. Easy to use
A site should be fast and simple. Your competition is only a couple of mouse clicks away.
3. Everything works
Test the site. Keep it simple. Avoid unnecessary complication.
4. Looks good
Pages must look good and load fast. Text must be well formatted with consistent spelling and grammar.
People do not have time to waste. Your users should get the information they are seeking without frustration.
'You know you have reached perfection in design, not when you have nothing more to add but when you have nothing more to take away' - Antoine de Saint Exupery, aviator and author