Branding your site
Think of Marks and Spencers. Think of their carrier bags, think of their logo. Chances are you'll know what they look like. This is because they have sucessfully branded their products. Although there are differences between web sites and real shops, branding is one issue which spreads across both. If you're planning to put your existing business online, then look at ways you can share the branding. If its a totally new idea you're working on, then from scratch you need to develop a brand image. Your logo, and site should be able to work in harmony.
Brand your pages, use your logo on every page, make the page feel consistant across your site. Work on a few colour schemes to start and find a small range of colours to use online.