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I’m a web site designer and I talk to a lot of people every week about new web sites. I used to partner with an advertising agency who resold sites I built and usually designed. This ad firm like many agencies and web site design studios out there put their focus on the wrong thing.  They focus almost exclusively on how the web site looks instead of what the web site does.  It is just the same as dating, looks only get you so far but its the inside that matters.  Having a great attention capturing front page is vital to your site, but there is so much more to it…like say…the reason they came to your site in the first place.  Customers go to web sites to validate credentials, establish identity, and get a little self education while everyone likes to be wowed a gorgeous web site is not in the factors for your customers purchasing decision.  You need to think of what your customer wants, what your customer needs and most importantly what your customer expects.  Web site users have a general expectation of a web site, but you don’t need to spend 20 grand on an award winning design to get some ad rep a bonus.  Now don’t get me wrong, the site needs to look awesome but should be equally functional.  Think about the function your web site serves and the role it plays in your organization and then make sure the site fits the image you want to convey to your audience.