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1. Relevant and original content - Is the purpose of your site clear?
2. Transparency - Is your business and contact information easy to find?
3. Easy navigation - The way we read - from upper left to lower right! Is it easy to find information?
4. Action is louder than words - Demonstrate, explain.
5. Enlihgtening images - illustrate - remember the image tags.
6. Typography - Chose the right fonts.
7. Engagement evidence/testimonials.
8. Great ideas and good feelings - think Apple!
9. Call to action - Ask your audience to do what you want them to do!
10. Instant access - to downloads, contact info etc.

Nice! All great and helpful points I imagine. Original content is always the best in my opinion, because without it, you'd have no site. I've seen many sites with just a couple paragraphs and nothing else, and most of the time it's not really well written. So I always look for content first and foremost.

Number 3 is the most essential of all!