Easy to Use
It takes roughly 4 seconds for a user to decide whether they will delve deeper and have a look around your website, but it takes roughly a further 8 seconds for a user to determine whether they will continue to use the website further, which is mainly based on its ease of navigation.
If your website is not easy to use the end-user will become frustrated and will not hesitate to leave. Therefore, it is important to make your information easily accessible, with logical navigation so that the user isn't left looking around your site for buttons/pages that should be right in front of them.
Remember, each visitor could potentially be your next biggest client. So it is important once you have intised them into your site that you continue to impress them with an easy, flowing and highly informative website.