9. A sense of personality

Entertainment is always welcome. Every page should have some level of entertainment. Whether it's a joke every now and then, or cute graphics, or what have you, it should be somewhere.

Even if you maintain a site on gardening, a nice bit of humor is refreshing. Now don't go overboard on it. I would advise against having a Joke-of-the-day column on a gardening site, but something cute every now and then never hurts.

Mix things up a little bit. Make it a challenge to make your users smile. They'll reward you by coming back more often.