Steve Jobs famously said “Design is not just what it looks and feels like. Design is how it works.” That's true of the hardware products Jobs brought to market over the course of his remarkable career, and it's true for your website. More than any other factor, the success of your website comes down to usability and utility, not simply visual design. Nothing happens on your site until a visitor takes some kind of action. You could create the most visually stunning and attractive home page in the world. But if users don't click through to the next article, request a white paper or consultation, sign up for a newsletter, or in some way engage with your brand and ultimately identify themselves to you, your business won't grow by a single new customer.