Firstly, you have to make a good first impression so that it will catch the attention of the viewers. You need to choose a proper use of colours and not try to make everything jump out. Keep it simple. Avoid using too many animations or gadgets.
Create a clear navigation structure and organise page elements in grid fashion. Choose simple fonts, fonts size and colours so that it is easy to read for the viewers. You should also maintain consistency with the use of images and text so that it will flow nicely from page to page.
Choose the right images to describe the product and do not try to put images that are not relevant. Lastly, make it accessible so that your viewers can access without having much problem searching for it.