Another crucial item is the design of your Web site. Web design is just like architecture. Even if a business is on prime real estate, if all you have on the real estate is a shack, you're still not going to look professional. One can easily spot the people who use templates. Remember, the Browser Wars are not over.
Many people only know how their site looks in the browser they use.
But to cultivate a professional presence, your site should look good in both Internet Explorer and Netscape Navigator. This means you need access to both Netscape and Internet Explorer to insure Web surfers will view your site correctly. Avoid referral programs. Be careful who you hire to promote your site. Don't become a casualty of unsolicited e-mail.