Never, ever, ever put sound on your web-pages that isn't off by default. Not ever. Not even when that devil on your shoulder is whispering, "But it attracts attention! It guarantees they'll react to your content!"
Because that devil is right - we will react to your content, and entirely negatively. I hate it, hate hate hate when I open a web-page and suddenly some talking head in the corner starts blathering at me, or a movie preview starts blaring, or any sound at all...even your fancy "arty" webpages with soothing ambient bullshit sound - it's still sound, I don't want it. Sure, put a little thingy there with the speaker icon so I can turn it on if I'm interested. But if you surprise me with sound, I will absolutely positively never visit your site again.
I stopped using AIM because they started putting ads with sound on it. I won't use movietickets.com anymore because of that malarkey about "Congratulations, here is your ten dollar discount special prize!" (And, apropos, lazywebs please tell me how to buy movie tickets on a site that doesn't have those bullshit popups?) I hate that kind of unwanted noise, and reject it utterly.
Stop doing it. The 90's are over. The 00's are over. You should know better. Knock it off.
Regards, and may god rot your eyes;
SGT, US Army (ret.)