1. Designing your site for yourself, not your customers

You may have spent hours agonising over the exact shade of salmon pink for your menu bar, but chances are if you’re selling fishing gear, it probably won’t appeal to the majority of your customers.  If you're not sure what your customers want - ask them!

2. Not working out why people would want to buy from you

The days when you could put a website up and people would flock to it for the sheer novelty value are long gone.  You will now need a compelling reason for people to visit YOUR site.  We don’t recommend naked photos of Paris Hilton.

3. Hiding the point

Have you ever been to a website where you couldn’t work out what the company actually does?  It’s surprisingly common.  Don’t assume it’s obvious - if you sell shoes, say so, clearly and boldly. 

4. Making it tough to buy

Would you put an obstacle course between your front door and the checkout?  Of course not. Your website should be the same. Customers usually want to get what they want and get out.  If you make it difficult, they will leave.  Oh, and flashing, bouncing images, popups and scrolling text is annoying and SO YESTERDAY, DAHLING.