Your site is a reflection of your company as a whole. The design of your site should be unique with personality, impressive and user-friendly, and show a reflection of your company and it's purpose. When visitors go to your site, they usually will not stay long. They come for what they want, and hope to get it easily, and clearly. It is important to make sure that your users are getting the information that they need, and see what they need to see through your design. If the design of your site leaves a lasting impression, they will not forget you, and they will continue to come back for more!