The average internet surfer does not care about the intricate design of your web site or the hard work you put into making your site functional and technically advanced. The average surfer needs a user-friendly site that seems informative and personalized. When creating your web site, make sure you include the following items in order to make your visitors feel like they are communicating with a real person rather than an impersonal business entity:
Include a web to contact the Webmaster on your site, at least on the front page if not all pages. An email link and a link to your blog or forum will allow your visitors to make comments and ask questions easily. Make sure to respond to all communications promptly.
A guestbook is a great way to receive feedback from your guests. Place a link to your guestbook on every page in your web site, with an invitation to post comments.