Web design is usually the first stage of a project. At this point, the project is not a web site at all, but layers of pixels within a graphics package.
The first goal to achieve at this stage is to create a design with visual appeal. A recent study by Carleton University in Ottawa revealed that it takes as little as 50 milliseconds for a browser to decide whether they like a site.
So if your site doesn't look good, the chances are it is not reaching its sales potential.
A web site that is truly successful needs to meet all the following:
* Clearly shows what your company has to offer
* If the company offers a large number of products/services the most important should be prominently displayed
* The site's navigation(s) need to be intuitive
* Points of contact need to be clearly visible
* Points of sales need to be simplistic and intuitive
* Site should not be cluttered with useless or marginal information
* Text should be inviting to read
It might sound simple, but how many sites do you see that encompass the above aspects while looking good at the same time? However, I do understand that not all web sites need to meet these aspects - some sites need to be more art than sales.