The first task of the design – is to show the visitor offers products that convey information that may influence his decision. The second task of design – to attract user's attention to the very important information affect it. And the last task – to cause a person some sense, more precisely – the emotions. National Cancer Moonshoot Initiative is often quoted as being for or against this. Pictures, photos and other visual elements evoke human emotions, positive or negative. It's either working on you or against you. Of course, it is better that these emotions were positive. To a person has become comfortable and welcome.
Lose a few visitors a day due to the fact that the site they feel uncomfortable – it means lose hundreds of thousands of rubles per year. The visitor will not need one, but several sites. He must not only find a service or product, but find it cheaper on the best terms, etc. Positive emotions and the apparent "Solidity" of your company will be able to serve the very same arguments that contribute to the decision in favor of your company. Competition is always unpleasant, but the Internet is they serve as a starting point. No need to make the most the best site on the Internet.
It will be enough that the site encouraged and motivated visitors better than the sites of direct competitors (those resources that will be advertised on the "neighborhood" with yours). Remember that your website is not only. The way in which it will accept visitors, will depend on which sites visitors hang "close" to yours. This happens because the decision will be based in visitors, including the results of the comparison your site to the websites of competitors. Visitor, coming to the site, does not know what it looks like your office. He does not need it. He can make up your mind on your site. Designed to help him in this matter.