Your website should be the core of your outbound marketing. And a good website captures interest, sustains it and bring sales. Building a powerful website requires expertise, creativity and time. In addition to evangelizing the awesomeness of your product or service, it must articulate your brand promise and competitive differentiation. Your website must provide an engaging user experience that maximizes the amount of time visitors spend exploring it. A good designer understands that the goal is to influence a visitor’s psychological state of mind and perception of your business—the more that a designer knows about how people behave, what makes them take action and ways they’ll react to different elements, the better they can implement persuasive strategies on your site. A designer also needs knowledge of SEO (search engine optimization) to ensure you rank highly in relevant keyword searches. The design of a website has a major influence in the eyes of Google - it needs to provide a rich array of content that demonstrates you are an authority in your industry. A website also needs to be aesthetically pleasing, easy to navigate, fast and optimized for any device.