The most effective websites are those that were developed with the website's visitors in mind. Your site's design should be optimized for your target audience. Visitors will come to your site for specific reasons. Consider who your customers are and what they want.
When a visitor enters a site, their impression of the site is driven by the design and the content. Knowing the type of people who will be visiting your site will help you identify the type of content that should be included in the site. It will also serve to determine how the website will be designed.
The design needs to be attractive, while allowing the site's visitors to easily and quickly find the information they want. Visitors should enjoy exploring your site. They want to quickly find product information, company details, and additional ways to contact your company (email addresses, phone numbers, mailing address,...)