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What makes a good website is nothing more than what makes for a good speech, consider your audience and be brief. Work from the general to the specific. The biggest mistake web builders make is letting someone build it themselves. They may know everything about what they do but no one else in the world thinks like they do. It would be like designing and building your own house without an architect and contractor, a disaster.
Assume your audience knows little to nothing about you or your business. Have a third party, not familiar with your business, beta test the site and give feed back. Lastly, looks are important but they are not everything. Sacrifice appearance for content or function every time.