The most important thing is to build a site with a clear message and clean design, highlighting the things that matter: The central idea, and the team that will deliver it. Also, a  well crafted press release is crucial to building up media interest in your product.There is the also the need to put it on the ICO calender to publicize your upcoming ICOs, and most of them will list your coin launch for free. Sites like ICO List, Coinschedule and others are invaluable resources for helping investors discover your ICO.