Your website is your salesperson who works 24/7, 365 for your company. It engages with customers and businesses when you don't have the option of personal, face-to-face interaction and in turn you're left with presenting them a digital representation of your brand. More often than not, companies tend to overload this experience in an attempt to cram as much information into this small window of opportunity as possible with someone visiting their site. The internet and search results are virtually limitless, so when someone lands on a page they're not interested in, not finding what they're after or even confused by, they simply leave.
The landscape of website design and function is ever-evolving and it is now more important than ever to deliver a user experience that guides people to exactly what they're looking for and provide them a reason to absorb the message you're looking to deliver.