One thing to consider is your colors. There was an article in the WestHost Weekly a while back about choosing colors for your web site, and referenced a study that was done relating different colors with different feelings and adjectives. The back-issue can be found at http://newsletter.westhost.com/cgi-bin/mojo.cgi?flavor=archive&id=20030214173647&list=weekly but the part that is really interesting from the article is the following snippet:
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In North American mainstream culture, the following
colors are associated with certain qualities or
emotions:
Red --excitement, strength, sex, passion, speed, danger.
Blue --(listed as the most popular color) trust,
reliability, belonging, coolness.
Yellow --warmth, sunshine, cheer, happiness
Orange -- playfulness, warmth, vibrant
Green -- nature, fresh, cool, growth, abundance
Purple --royal, spirituality, dignity
Pink -- soft, sweet, nurture, security
White --pure, virginal, clean, youthful, mild.
Black --sophistication, elegant, seductive, mystery
Gold -- prestige, expensive
Silver -- prestige, cold, scientific
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Using that study you may want to add some color to your web site depending on what message you are trying to convey to you visitor. I have seen web sites that break all of those "color guidelines" and still have a very successful appealing site, but it definately is something to consider.