Design is the most important aspect of a Website. It effects SEO Optimization, the impression you leave on your prospects and more. Proper design includes the following considerations:
1. "Above the Fold" area. It's the most important. It sets the first impression and when properly designed, "pulls" the viewer deeper into the site which increases the likelihood of being converted into a lead. There are SEVEN key elements needed in the "Above the Fold" area for optimum success.
2. Colors/Layout - It's important to have a professional look and feel. The quality of your site design is a DIRECT reflection on YOU and the success of your business. Don't take it for granted. Everyone understands the concept of "dress for success". That having a nice car is a visible way to show your success level. Your website, many times, is the first thing they see in today's world. Put your best foot forward.
3. Content/Navigation - Having a nice look is one thing but if the content is weak or leads nowhere it is ALSO a direct reflection on you. You should write your content as if you were standing in front of your prospect and you had to explain the whole process to them from the beginning. What would you say? In what order? Beware of the recent "popular" design styles that overcrowd the home page. SEO is only the THIRD most important part of a website. Don't let the "theory" of SEO destroy your leads once they get to your site.