How can I improve my website?

There are there three reasons why someone visits a website.
1) They want information.
2) They want to make a purchase.
3) They want to be entertained.

As a business you are marketing your website to people who want information, and most importantly want to make a purchase. Anything that detracts from those two goals is doing your company a disservice.
To this end, Flash, Java, Large Graphics, Animated .gif files, Music, Flashing text, Scrolling baners, Pop-ups, anything that detracts from your company's creditbility is going to cost you customers.

4 Seconds
On average that is all you are going to get. If you are not able to get across who and what your company is and what you can offer a prospective client. If in the first 4 seconds your website is playing a flash movie, music, loading files, or has no information on it's front page, you have failed! There are thousands of entertainment websites on the internet, all more entertaining than yours, do you really think someone came to you website to be entertained by your flash intro and hear some catchy backgound music?

When you think about your website, you should think anout it the same way you think about your business.
How do we increase revenue?
How do we reduce expenses?
How do we bring in more customers?
How do we get more business out of each existing customer?

Your website my be the only contact that a client may have with your company.
Make sure that get the impression that you want them to have.