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Take your brand and philosophy of what your customer experiance should be and make the website to match. Your logo is secondary here. Look and feel are critical in getting the "crowd appeal". Capturing the audience at the gate is key. Once you finally get them to come to your site what are you going to have them do? The state of the person that is looking at your front page will be very different from person to person. Take the worst case senerio and build on that. You have to realize that the personthat s looking and "experiencing your site for the first time is only going to stay for a very short period before they move on to the next one. Simplicity is a focus. Imagery should be engaging but not too busy. Navigation MUST be straight forward. Take the time to really get the best experience.