First of all, the look must be perfect for what you do. That does not mean you need to order the most expensive hosting package and litter it with all the suggested add-on features. What it does mean is that you must present a clean, uncluttered, and professional eyeing venue where the content and the audience member takes center stage. While some sites are fronts for prosperous businesses, other sites become prosperous businesses in and of their own merit. In order to be considered in the latter, make sure you keep it simple and focus on what is really important: the type of info that your target audience will be drawn to.
Secondly, the structure of your site should make sense with no wasted pages to clutter up the view. Verbosity does not work in the internet environment. In fact, the last time it did, Charlotte Bronte was writing. The Internet must be concise, legible, and to the point. Your user or client should be able to find all the most general answers that he needs without referring to your user service associates. The site is there to bring answers more than it is to make money. When you realize that all important rule for web revenue generation, it opens a world of possibilities.
Finally, your site must boast approachability in order to be considered eyeing like a million dollar business. Your approachability is all about communications. In some industries, general email addresses for the specific departments will suffice, while in others, real names are the only way to go. It really all depends on the sensibilities of your users and what you ultimately prefer. The important thing is that, regardless of which method you choose, your audience can find what they are eyeing for with little provocation.