If you look hard enough, you'll find a checklist for everything on the web and there are masses of lists of 'dos and don'ts' when it comes to designing a website. Amongst all the great ideas, there are some basic elements necessary for a really good website:
* like they can trust that the food will be good/safe to eat
* hungry (seriously!).
A final point that one of our team reminded us all of - if the website can relate the product/service to the visitor's own life, they will probably return time and again. That's what most of us want for our website, right?
This applies to all marketing - what it looks like and how it sounds are both irrelevant if whatever the marketing is isn't used. Or used effectively. So, if you want people to use your website, read your emails, talk to you on Twitter, try out your own marketing and see if it works.
(image credit: bokardo.com)