- Don't tell visitors to "check out" your site. If the information looks interesting and useful, they will.
- Don't say your site is "under construction." If the site is a mess, don't launch it. If you want to tell visitors that you update the contents periodically, state when the site was last revised.
- Don't call anything on your site "cool." Very uncool.
- Don't invite visitors to "come back often." If their visit was worth it, they will. If it wasn't, they won't.