Polished or chic? Friendly or structured? Trendy or individual? High tech? Reflect your style - and that of your customers. Ask for feedback from the people who visit and try to navigate your site. Since they won't always let you know, get a handle on your Web logs to understand how they use it - and how to keep them on track.
All the effort will have been wasted if you can't be found - so don't overlook the search engine optimization end of development.
