The Fonzies cool 10 rules of E-business / Web Marketing.

• Be sensitive to customers with older systems.
  Offer a text-only option for viewing your site on the splash [home] page.

• Remember that your customers are paying to be online. Provide
  fast and easy access to your information and content. Don't abuse their time.

• Organize material logically from the customer's point of view.
  Ideally, the splash page will be the main page on a site. Be sure to
  include clear directions for navigating the site on the main page.

• Keep in mind that the main page of a site serves a variety of functions.
  It's a map, a front door, and a marketing message all in one.

• Use the splash page to set the tone and personality of the site,
  but do so selectively. The tone of the Web site should
  correlate with the personality of the company.

• If appropriate, include a time and date stamp. It helps to
  keep the site current.

• When using icons, particularly those embedded in a
  graphic design, make sure that they are easy to
  see and that their function is obvious.

• Include alt text for all icon links.

• Avoid offending users new to the Net by using heavily
  laced jargon or by adopting a hipper-than-thou attitude.

• Do not use bells and whistles just because you can.
  As bandwidth increases this issue will become less relevant.
  Until then, heavy use of graphics, video, and audio
  programs is time-consuming for the user.