As a rough guide, the homepage should download in about ten seconds. This means avoiding high-end features such as flash pages, music, and other technical marvels, but it insures that visitors will be more likely to stay. Crummy navigation also sends visitors elsewhere. At minimum, you should be able to access any webpage within your website with only two mouse-clicks. This means embedding navigation throughout the website and not just on the main pages.
Visual continuity is also vital.
Paying attention to style continuity is vital for a professional web presence. Literacy should also be a major concern. About twenty percent of the American public is functionally illiterate. As a result, the copy that appears on the website must be edited for clear readability. Alternative pages for non-English speakers is another important literacy dimension and technically not very difficult.