We know how websites need to look in order to get the most from visitors. In a nut shell... Visually pleasing with a strong focus on usability.
Elements we consider when designing a website
Make information retrieval easy with clear, obvious and easy to use menus. Vertical menus, horizontal menus, drop down menus, fly out menus, breadcrumbs, sitemaps, site-search etc.
Calls to action
Crucial components of any web page. Your intention with every new visitor is to gain as much information about them as possible to evaluate whether they are leads worth pursuing or not. Different people prefer different methods of communication. From the obvious, like email and speaking on the telephone to subtle methods like the receipt of occasional news updates, or limiting it to communication via social networks like Twitter & Facebook.
Improve the engagement time of users. This is widely considered to be a major factor in gaining top ranking positions. If you do not engage your visitors then they will not hang around and this can lead to poor usage statistics and very poor conversion rates.
Make sure that people using all variations of browsers... e.g. FireFox, Chrome, Internet Explorer, Opera, Safari etc can see your website as you want it to be displayed. Various browsers display parts of HTML code differently so we need to cover as many bases as possible otherwise we run the risk of high bounce rates and even, ultimately, ranking position issues.
Screen resolution compatibility
Make sure that people using all variations of screen resolution can see the most important parts of your website as soon as they enter (without having to scroll), or perhaps you would like to utilise more space and are happy to display more accurately to the majority of resolutions.
Make pages flow from one to the other intuitively. Help visitors to 'find out more' by clicking links when going into detail detracts from the main message of your web page.
Why re-invent the wheel? If someone has already said something well (and they are not a direct competitor!). Why not improve the users experience by giving them the option to find out more.