The first must is simplicity. A psychology study recently linked increased sales to websites with a simple design. It turns out the more options you provide customers with on a website, the more complex they find it and log off quicker.
Your next must is to use plain colors. Bright colors, while fun, are a turn-off for many perspective colors. A lot of muted colors have the same impact. Keep your website simple and the colors limited to two primary colors.
Finally, video is king. This isn't new, but more video is replacing sales content daily. Content is king, but it has to be valuable content. Product sales and bio sections should be left to video, having quality content replace everything else.
Consider these tips as you head into the weekend and make changes based on these suggestions.