Your web audience needs to have confidence that the information presented on your web site is valid. A website needs to remain current. Coverage pertains to completeness. This is a very important heuristic. Aesthetic and minimal design needs to be employed to enhance the users experience at the web site.
Content is king.
The purpose, intended audience and features of the site should be made apparent early on. A clear, easily viewable listing of products or services offered is essential. This information should be printable to ease use. I use a variety of tools in image production. Navigation is critical to good web sites.