The same principles that have been around for centuries that guide good design are still applicable to the Internet. They are the ones out there looking right now. Most inexperienced web designers bog down their sites with too many graphics, which makes the sites too slow for most web surfers. Don't be too self-promotional. Don't get complicated.
Frames can also prove difficult for a novice user.
Don't let your site become a cobweb. Not updating your website frequently can turn away otherwise interested viewers. Ijams and Serkes update their sites daily, and Dooman and Lockwood update their sites at least once per month.