Your site should contain useful and interesting content, presented in an appealing manner with a quick download time.  Your sites overall appearance (backgrounds, fonts, etc.) should remain the same from page to page.  Use only web-safe colors and fonts. 

Your site should load fast with a clear navigation system, unbroken graphics and links that work.

Your site should use appropriate graphics. Don't put in too many, and make sure to optimize the ones you do use to improve load times. 

Your site should have content that changes frequently, encouraging return visitors.

Your site should have easily accessible contact information and you should give a quick response when people request information or report trouble.

Your site should have a newsletter that allows visitors to keep in touch and tells them about new changes but does not harvest those E-mail addresses for spam purposes.

Your site should offer lots of free stuff and members-only specials.

Your site should not annoy visitors with too many animated graphics, unwanted popups or music with no "off" button.  

Your HTML should be clean.

Your website should be cross browser compatible and accessible to those using text only browsers.