You need to scour the Internet to see what your competition is doing and how you can do it better. Your site must successfully showcase the need that your product satisfies and the solution you have to offer. Help them to decide that your product meets their needs. Allow for easy information requests if questions arise anytime, day or night. Keep in mind that search engines also generally rank sites that are changed often much higher in search returns.
Word of mouth is a powerful tool.
Your site must be appealing, quick loading, professionally written and easy to maneuver. Design for the masses. Do not use exceptionally advanced technology unless that is your product. The Web is still connected to a lot of outdated computers, and many cannot view pages that utilize too much new technology. Keep it simple and meet your goals.