Design is critical

People make decisions quickly when it comes to the internet. You can lose a visitor's attention in a matter of seconds. It makes sense. There are seemingly unlimited options online. If a website doesn't quite look or work as expected, it's a short trip back to the search bar. It's important to have a design that is instantly inviting and easy to scan for information. If they can find it, they might stick around for a moment longer.

Design the experience

If you expect people to visit your site, you need to design your site for them. You may love your logo and want it to take up half the screen to show it off, but your customers won't appreciate it. You may have several paragraphs full of $5 words that make you sound like the greatest company in the world, but they're not going to believe it until you prove it. You may get excited to watch a dramatic trailer/commercial every time you visit your home page, but NO ONE else does. The point is, your visitors have different needs and if you want them to choose you, you need to cater to those needs. Think of it as designing an experience for the user. This will help guide you in all the design decisions and questions you come across.

Build your brand

There's a reason why big companies pay big money to high-priced design firms for identity packages, ad campaigns and slogans. Your brand is your identity. If you don't stand out you'll get lost in the crowd. Having a consistent design, look, and message in all your marketing conveys capability and reliability. Your logo is the face of your brand. It needs to be unique, unforgettable, and on everything you do. Your website is no exception. In fact, on a website, the logo can sometimes be the only way to tell two sites apart. This illustrates how important branding can be to a successful design.

Do your homework

It helps to look at other websites and write down things about them you either like or dislike and why. This will help you think like the customer, and gain an objective perspective of the user experience. Having done your research will help you deliver the best experience for your customers.

Hire a professional

If you're not a professional designer you should probably hire one to design your website. A good designer will be able to walk you through important decisions and come up with creative solutions to your marketing objectives. Your reputation is at stake, don't leave it in the hands of an amateur.

Design isn't just about aesthetic, it's a process of solving problems to deliver a great user experience while effectively conveying your brand identity. Companies like Apple consistently reinforce the importance of harmony between form and function. Sometimes the difference between market leader and market loser is in the details.