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You only have seven seconds to hold a visitor from the time they land on your website. In that small window you need to make them feel like they have landed in a good spot that has what they are looking for. Next you need to make the visitor feel good about doing business with you so statements or images with statements that convey you are experienced, you can be trusted and you appeal to their economic desires. Once you have gained their trust the next step, which is the ultimate goal, is to create the website so that you convert the visitor into a sale by guiding them to a certain action such as calling, buying your product or enquiring via email or form.
These are fundamentals that all websites need to have.