The most important part of web design is meeting the needs of your target market. It is vital to approach the ideas for your website from the perspective of a prospective customer. What will they hope to find?
Your home page needs to answer most of their questions, as this will lead them to look deeper. Rather like a book cover, it needs to grab their attention and give enough of an instant impression to draw them in.
Your website needs to be easy to navigate.
Its colours and fonts need to instantly resonate with a specific product type or service.
Can customers instantly find your contact details? Is it obvious what you offer? Can they easily share your site on social media?
We have to look from the perspective of a customer at all times.