Think of your website's ability to attract customers as its ability to nail the basics of web design. Properly coded html, reasonably fast load times, and the ability to be searched and found are all important.

Don't confuse your website's ability to attract with its attractiveness. Sexy and revolutionary design don't play a role in attracting new customers. A solid foundation of pages that can be easily read and navigated to are way more important. Only once you nail all the fundamentals of this guide should you worry about creating an attractive looking website.