If you or your staff cannot maintain the files on a scheduled and priority basis, search for an outside source that will maintain your site for you. Lack of dedicated and applicable domain name. Sites that are located deep within complicated paths have two strikes against them. First, search engines will not find them and therefore the sites exposure is limited resulting in lower levels of traffic. Secondly, long paths tend to confuse someone who either views the path on your hard copy materials or who attempts to type it in.
Short names are hard to find.
You will be surprised at some of the names available. Too little information given. Giving too little information leaves the visitor confused. Be sure to clearly state the purpose of your site and provide the information that will allow viewers to decide if they want to either proceed deeper into your site or to contact you. Too much information presented.