What Consumers Want to See on Company Websites [New Data] For many businesses, a website is undeniably critical for reaching new audiences — and is often the first impression someone will have of your brand. But having a website alone isn't enough to reach and convert new customers. It's equally vital that your website is well-designed, or you risk losing valuable leads. Website design plays a huge role for a few reasons: First, web design can impact your website's ability to rank on search engines for keywords related to your products or services. Additionally, web design can influence whether a user stays on your site once they find it.