* Capture the customer's attention with a crispy or interesting headline or title or a thought provoking question. The headline is the first thing that attracts the visitor's fancy. A catchy headline will force him to read further. A first time visitor will not spend more than a few seconds in deciding whether he should browse further or not.
* Make sure that the website loads rapidly into any browser keeping in mind the animations, flash presentations, graphics to a minimum. Use these features only if they add to your overall message and not only for the entertainment value.
* Avoid busy background patterns or overbearing color schemes. What may look good on a drawing room wall may prove to be irritating to an online customer. Background colors for the text or written area should be limited to pale or white shades, with black or dark color faced front (i.e. verdana or aerial) so that visitors can read easily.
* Create your key messages to focus on the customer's desire, interest or needs. Then slowly describe how the eCommerce web site can help in fulfilling those desires. Few customers will be attracted in the business history. If data is essential, place it on the "about us" page.
* If possible, inject a conversational or informal style into the message and the text conveyed. In most of the cases, it is advised to avoid technical jargon or dry corporate syntax. Use these only if the eCommerce sites cater to the customers who understand these languages. A site portraying personality and human element is more attractive.