One of the easiest traps to fall into is the desire to overload a site with large graphic elements. Good sites should make conservative use of large graphics files as graphics take a long time to download. I try to keep my pages graphically clean while not giving up the vast potential this visual dynamic provides. Every site should have some sort of interactive element. It can be as simple as a button to push which sends e-mail to the business owner or as complex as an inventory search form.
Viewers respond more favorably to sites which provide multiple avenues for feedback and interaction.