Here is a quick list of components that make a website attractive. They are listed in layers of attractiveness beginning with "must-haves" to "nice to haves."1. State website's purpose up front and clearly. Do this as quickly as possible. The visitor needs to know immediately if they have landed on right site. They also need to know "what’s in it for me to stay here". If you don't provide this, they are gone. 90% of sites on Net don't do this.
2. Give visitors ability to search for exactly what they are looking for, especially if they have something exact in mind. A "site search feature" satisfies this best. Allow search feature to be prominently displayed and not hidden away somewhere. It is best to place it in navigational system so that it shows up on every page. Sales letters that are only on websites are an exception to this rule. Return visitors and visitors that have something specifically in mind want option and ability to find what they want fast, so give it to them.
3. Photos allow connection. Especially to people who process visually. Clip art gets them to pay attention, however, it doesn't create much of a connection. Personal photos connect within reason. Keep them less than three to a page. One photo always needs to be in top portion of screen on first page. It doesn't need to be large, it just needs to be attractive.
4. Find ways to capture visitors' information wherever possible.
5. Place items on site that will keep them lingering. Audio and video are one of these, yet there are other less time consuming and inexpensive ways to keep them entertained.