We enjoy doing this, and sometimes feel like singing about it, to the theme of AIDA - - -

A is for Attention: Grab attention in the first seconds
Which means keeping the first 'home' page as simple as possible so that something meaningful comes up instantly. Yes! you are on the right page. Yes! this is what you were looking for. Yes! it is worth reading more!

 
I is for Interest: Arouse interest to stay and have a look
Not just for the first page, but all the other good things that you have on your website. Make it easy to navigate to those good things. Make them interesting and relevant to your visitors' needs.

 
D is for Desire: Awaken desire to acquire your product
Provide the facts! Provide the unique sales proposition! Provide content, and not just eye candy! But make it attractive so the visit is a joy and worth coming again next month too.

 
A is for Action: Make it easy to buy from you
So we bring the name, address, and telephone numbers way up front, and repeat them on key pages. Have Email reply forms built into every page. And make a promise to yourself that you will check your Email every day and respond immediately.

And a little humour would also be nice....