7. Entertainment value. This is where good writing skills come in. Think of your site as if it were a novel or a hit record. You have to grab our interest immediately and then hold it by entertaining us. There's no better way to do that than with your personality through your writing.

Design professionals may try to project your personality but they often prevent it from shining through by using the same techniques they use on their other web sites. It's much better to be yourself and create something which they might call amateurish then it is to end up with something that looks and reads like everybody else's web site. Understand that the internet web site is the last true art form of the 20th century, so try to be creative. Think outside the box. And then create your own box.