For your website to be effective, it must engage the attention of the visitor in an appropriate manner. It should be eye-catching in a way that will keep visitors on your site long enough for your message to be delivered.
Your site needs to project your product, service, information or story into the hands of the visitor so that their next step is easy. Make them want to engage further; contact forms for feedback or quotes, subscription buttons to get onto your mailing list, visit your on-line store, visit your physical address or just make a phone call.
Give your visitors somewhere to go and an easy way to find their way back to you again. Make their visit rewarding and satisfying.