Our belief: Don't look like everyone else. Tell them what you do as soon as they hit your home page. Explain everything. Assume nothing. Keep it short. Design for change. Make it intuitive. Make it fun. Motivate them to return. Don't fall prey to the 'genre of the day.' Don't compromise performance for gratuitous graphics. Always tell them where they are and how they got there (and how they can get back). Brand through content. If nothing else, do this - keep it consistent and keep everything within three clicks.