Keep these top 10 attributes in mind when building your next demo and you're sure to attract lots of solid leads...

1. Think about what your audience wants and provide it as efficiently as possible. If it's the product, show it. If it's how your solution saves money or increases revenue, describe it. 
2. Don't drag on and on, get right to the point. Nothing will repel visitors faster than a boring intro that drags on and on. If your solution is so complex that you have to put in a long description, add navigation so the viewer can skip to what interests them the most.
3. Show the product. Even if it's not the most beautiful product design in the world, people need to see what you offer and there's no better format than in a demo.
4. Use high-quality stock photography and illustration. iStock has some good stuff, Getty is even better. Nothing can ruin a great demo like crappy imagery. And don't use images from a Google image search, you might get sued.
5. Use a professional narrator. This is true even if you build it yourself. While a co-worker may have a beautiful voice, nothing beats the polish and precision of an expert.You can listen to a bunch of samples at ReadyDemo.com, then email me if you hear one you like, I'd be happy to give you their info.
6. If you can afford the time, use JPGs, PNGs, or TIFs for screen-clicking activity instead of screen-capture software or PowerPoint-to-Flash conversion utilities. While screen capture programs are great for training, the quality is lower than your viewers are used to seeing in other marketing materials.
7. If your demo is longer than about 4.5 minutes, add navigation chapters so people can skip to whatever they are most interested in.
8. Provide a "pre-loader". Demos can sometimes take a while to load into a browser so it's important for your audience to have something to look at while they wait. Just as importantly, it lets the audience know that your demo isn't broken, that there's something happening in the background.
9. Make it nice and big so people can see your goods. This can be an issue if you use screen-capture software. Otherwise, it should be big enough to view screen shots clearly, view text without scrolling, and show the product without having to zoom in on it.
10. Make it plainly obvious on your site. You're investing considerable effort into the project so make the most of it by prominently placing a graphical button where people can see it. Or, better yet, add it to your advertising landing pages.