Once your customers' needs and your products (or services) are in adequation you have many ways to make them meet.
25 years ago you had 6 main ways to advertise your products: Press, TV, Radio, Advertising boards, Word-of-Mouth and of course the decoration/design of your shop(s) or office(s) and the quality of the products displayed.
Now days internet as integrated most of these possibilities and added a few using the data collected - e.g. the web analytics which allows you to attune your search engines optimization.

The social media are one of those expanded facilities - the new word-of-mouth communication (eWoM). To be use without moderation - yet 'moderate' your posts if you don't won't to attract hurtful negative comments on some forums. Some of these sites, such as Facebook, offer to open a "store" on one of their pages (see here).
Press : Your press attaché will easily find the e-mail address or twitter account of the journalist in charge of your type of product in the media visited by your targeted audience. Send the journalist a press release with a link to your web site.
TV : YouTube.com is the most popular video web site - 52 millions of visitors/day in 2014- followed by Vimeo (130 millions/month) or Dailymotion (100 millions/month). To get visibility on those media with yours videos is an important part of your global image -as those videos will be available on your web site as well with those big sites imprimatur. To get a buzz around one of them would be a boost - it won't necessarily be costly but will entails a lot of creativity. Read more about videos in the Ranking section.
To improve your 'TV' exposure you may consider the use of 'Advertising boards'. After production of the appropriate banner you will post it on other web sites. The Advertising PPC (for Pay Per Click) allows you to target the type of web sites visited by your potential customers. This ad, banner, animation or video will redirect to your web site if clicked upon (more here).
About your internet 'Shop', your web site, its decoration and contents are discussed in the Design Web Site and Ranking sections below.

Last but not least is the Conversion marketing. This technic is described by Wikipedia as the "act of converting site visitors into paying customers". Read here what Wikipedia has more to say about it.

Now that you have define your target market and organise the marketing processes, time has come to design your website.
Your product(s) or service(s) have already a visual reality, yet the transfer to an electronic screen can damage its outlook if not done properly.
Some elements you like to consider. There are 3 types of "pictures" on an average web page. The descriptive (or info) picture which shows your product, the decoration pictures (which include the Logo and the background) and the "button" pictures (sending you to the next step). These different pictures have to fit together in a clear and readable manner.
The texts have to be explicit and easy to read (a touch of lightness can help). The rules for the fonts are no more than 2 different ones, 2 different size and 2 different color. To keep the message clear each sentence should be made of simple phrases with a sole argument. Each group of sentences should address only one topic and be concluded by a break line.

Colors are emotions to human beings. Red is passion, pain and blood, green is hope, yellow and orange are fire and energie, blue is stability, infinity, etc.. They also carry physical feelings -for the same weight a white suitcase appears lighter than a black one and a yellow room seems warmer than a blue one - find more here about the colors emotional impacts.
The colors use for the logo, banners, frames or background, will take into account those color codes. You will notice that insurance and banks use mainly in blue and green with sometime a touch of orange to send you to the credit page...
Last of the rule the layout order. The main type is called the "lego box" - a main rectangle (as is your screen) in which fits smaller quadrilaterals and so on. Now this layout as to be web responsive, adapted to fit different screen size and devices. If this is not done properly your web site may look messy on some of them - check here to see how your web site responds to different sizes and devices.
Now rules are made to be bent so they adapt to new possibilities, effects, and follow new trends, new needs.

As it is difficult to start your web site design from a blank page the best is to check what your competitors do - the most successful ones will be found on the first page of Google. As for the design which will suit you most, just browse around freely until you find a page corresponding to your tastes - after all the targeted customer should resemble you in many ways ;)

To see how to work photos, enhance your web site and the errors to avoid, see below - after the Ranking chapiter.

Now that your web site is up and running it would be nice that it appears first on Google's first page with a minimum of key words - e.g. for a web site proposing tropical shirts: "shirt + tropical".
Of course everyone understand that there are already businesses offering the same items on the net and that, if they are on first page, filtered by Google, they must have some rights to it. Yet, as it is true that only 14% of people searching Google read also its second page, you have to be on the first page if you want to be found by a few key words.
Please note that Google and most specialists warn not to focus on the SEO while designing a web site but rather to rely on valid content and Internet marketing technics to make it successful.

The Google algorithm (Google Penguin) use more than 200 parameters to determine a page popularity and filter the web sites depending on their qualities - the complete receipt is kept secret in case some most ill-intentioned people would use it to jump the queue.
See here how Google define a High quality page and advise to design a solid web site.

The main parameter is still the number of visits to your web site, which is followed by the number of links sending to your web site (see the graphic on the left). Now the bigger the web site linking to yours the higher ranking you should get. Yet put a link back to your site on the world second biggest web site, Facebook, won't help your ranking - read more here. As for the third one, YouTube, your video or animation will have to be popular before having any effect - see: "How Do I Increase the Popularity of My Video?". The number 4th and 5th are Yahoo and Baidu, the 6th one is Wikipedia and in some case it could be a good idea to have an article on their web site, for the pros and cons see here.

Google takes into account how the web site is organised and the quality of the contents (paste and copy from other web sites are definitely a no-go). The stylistic and grammar must be free of error. The product(s) or service(s) described clearly without extra weight.
The key words must must be found in the text(s) of the page. The web master codes have to be clean and without any useless coding lines, broken links or dead ends - making it easier for the Google spider robot (or bot) to index your contents.
Avoid heavy database CMS (for Control System Management) such as Wordpress, Joomla or Drupal if not really needed.
If you sale in different countries, web sites declined for these countries would make sense. More than 80% of Google search are of a local nature. Use the local family name (e.g. "yourwebsite.it" for the Italians) with manually translated pages. Read more here about these differents Google search engines (the list of them is on page 3).
Subdomains will give more clarity to the structure of your site ("subdomain.yourwebsite.com") and be appreciated by the Search engines.
From 24th of April 2015, Google has decided to promote web sites which are mobile phones friendly (web responsive) arguing that 48% its web sites traffic is now done from smart phones and that it will keep increasing to become the main way to enjoy web sites and apps.
Once all of this has been done you should slowly make your way up in the Google pages. Remember also to add or change elements regularly on your web site. The Google bot visits regularly each accessible page on the web, if no updates are made after a while - meaning that it is not kept alive with a regular maintenance - it will drop in ranking compare to more active pages, more recent content.

You may consider also the encryption of your web site, to get Certificate for a "HTTPS" green header, a web site made secure. It will inspire confidence to your customers should they buy on line. Google promotes it - even if by some estimations only 1% of those web sites get a better ranking because of that. The draw back of the encryption process is that it's slows down the downloading of your web site (more here). For free certificate check here.

There are other Search engines than Google (as Yahoo or Bing) and they may have lower standards for indexing pages, yet it is better to abide by the number one's rules, it will work as well with the other ones.

One of the main problem faced by a web designer starting a new web site is the quality of the pictures. Unless one builds a web site for a company which can afford a $1000/day professional photographer, most of the photographic documents given by the web site owner will be of medium quality.
This is where Google and Photoshop come in. In "Google search images" will be found the decoration pictures to give a top graphic look.
Some of the pictures you may choose have copyrights, some others don't. You may choose to buy some amazing pictures - of which you won't be the sole owner. It is also true that if a copyrighted document (the Source work) and the final document (the Result work) differ notably - by its new content and meaning (see Andy Warhol Marilyn Monroe's pictures) - this is acceptable in a court of law to use it.

In the example above the girl on the swing and the last paraglider are copyrighted but I didn't use them full size and changed the colors, brightness and blurs. The all meaning of the result work also differ a lot from the originals. The main background picture shows Bali in its eternal Asian way but Bali is also a place of fun and sports where the two universe live side by side, hence the resulting picture.

For the info pictures (the products or services pictures) Photoshop will also play a great role in editing and upgrading the quality of the photography in order to fit within a good graphic layout.

Internet users have learned to read between the lines. Everything you put on a web page make sense... yet sometime not the intended sense.
For the picture of the girl shown left (or above if you use a small tablett or smart phone) you may guess that: 1/ She is my girlfriend, 2/ I am a fan of Sandman Delirium, 3/ That she illustrate well this section title by maybe showing a bit more than she intended under the flash light, 4/ That I like pretty funny red haired girl or 5/ To have a sexy girl with a smile full of life next to a text verging on the patronizing can make it more bearable. The last three options are the right ones.

As this picture has revealed some of my inclinations, every pictures you will put on a web site will reveal your true taste. Which sometimes won't exactly correspond to your targeted audience and as the editing capacity of Photoshop are not infinite you may not be able to correct it. It is better to leave a space blank than to put a bad picture on line .

The same problem apply to the info you give through the texts you post. Too much writing, redundant, with obvious statements may mean that things are not that simple to you or that you overdo it by fear of not being convincing - which by extension will make the visitor beware of the quality of your product(s) or service(s). On the other hand not enough explanations and explicit details - as the type of material and technics used - may mean that you don't know very well your product(s) or service(s) - hence they may be not genuine or of a good quality.

In any case it is better to let texts and photos rest a while before putting them on line. Also good is to ask people from whom you know how to take criticism to review your choices.