Your website stands as the main frontier that people see first. As a result, it should make a good first impression on your customers and prospects. The opposite is also true. Your website is not a standalone destination. Pages from third-party sites, banner ads, HTML e-newsletters and your brand presence on other sites will likely link back to your website. When they land on your website, it is important to create that first impression to keep and convert them on your site. You have very few seconds to impress your customers and prospects. You have to get it right the first time and with quality web design it is possible to achieve this lasting first impression. For your website to be an effective marketing tool, you need to be able to: Help the reader without confusing or distracting them Have a consistent look across all devices including very small screens Keep the needs of the reader top of mind and have very clear calls to action Blend your content with the look of your site to avoid overwhelming the reader Create a uniform look and feel that is identifiable to your brand on all customer touch points Focus on utility and functionality over form while keeping things beautiful