I think the first big step would be to actually make it look mildly appealing and then spend the time validating all of it!
The layout is dull. Why are there two main menus? It looks as if you made a start at the top of the page and got bored quite quickly. The table at the top is all aligned to the right in Firefox and the google ads being right at the top of the page is more than annoying!
I can't stand the Times New Roman font. It just looks like there's something wrong with the css or something when I see that font on a page! The logo instantly looks bad because of the advert next to it. They both almost read the same and the adverts logo is more appropriately themed!
Try added some more interesting fonts. Brighten it all up with some sharp images. Sun glasses are made to keep the sun out your eyes but can also make you look cool! Make it a cool website to suit the product!
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