What gives a site a professional appearance?

The site should include useful and interesting content, presented in an appealing manner with a quick download time. Your sites overall look should remain the same from page to page.

The site should load fast with a clear navigation system, unbroken graphics and links that work.

The site should use suitable graphics. Don't put in too many, and make sure to optimize the ones you do use to get better load times.

The site should have content that changes regularly, encouraging revisit visitors.

The site should have easily available contact information and you should give a quick response when people demand information or report trouble.

The site should have a newsletter that allows visitors to keep in stroke and tells them about new changes but does not crop those E-mail addresses for spam purposes.

The HTML should be Clean.

The website should be cross browser friendly and accessible to those using text only browsers.