The Logo
I mention this outside the "web page setup" on purpose. If you make your own web design, you usually don't take the time to really think about a logo. If you have somebody else do the page, he/she might overlook it as well, or the web-designer would expect you to supply the logo.
Lucky you, if you are a graphic designer and/or you have a logo already. In case you don't: Invest some time and a few $ to get a good one: It is the image that your visitors will associate your site with. If it looks crappy, unprofessional or cheap: this is what your web site will emit.
Refrain from using rotating or animated logos. It is no more than a gimmick and it is getting old very fast. In the worst case it can just annoy your visitors, and they leave before you want them to. Always remember: Visitors come to your page for the information you offer or for the items you sell. They are not there to marvel at your web design or logo.