What are the characteristics of a successful Web site?

What will be an ideal response?

To attract visitors, companies aggressively promote their Web sites in offline print and broadcast advertising and through ads and links on other sites. The key is to create enough engaging and valued content to get consumers to come to the site, stick around, and come back again.
At the very least, a Web site should be easy to use and visually appealing. Ultimately, however, Web sites must also be USEFUL. When it comes to online browsing and shopping, most people prefer substance over style and function over flash. Thus, effective Web sites contain deep and useful information, interactive tools that help find and evaluate content of interest, links to other related sites, changing promotional offers, and entertaining features that lend relevant excitement.