It ought to be obvious that your website needs to provide quality content, something that is worthwhile viewing.
Your website needs a point of difference from other websites and the quality of your content will greatly effect what viewers feel about your site.
It needs to be unique and interesting.
It is worth noting that the written word is different from other forms of communication.
Writing is a skill that many feel they posses. However, the use of a professional writer is usually money well spent.