Keep things simple, make sure there is plenty of white space on your web pages. If your layout is clutter free, your visitors will be able to focus better on your message. Make sure that you don’t overload your website with a lot of animation, complicated design features or any other effects that are merely for impressing visitors. In addition to style, your website needs to have substance as well. Keep in mind that your visitors are searching for information to help make their decision. Therefore, you should provide them with relevant and informative content. This is your chance to increase the confidence your visitor has in your company’s competence and knowledge.