Your website needs to have Clarity and explain to the reader exactly what you do and what problem you solve for them. It needs to be Relevant and draw on the reader's Emotion to drive them to Action. We want to develop a level of Trust with your customer, and do this by creating Intriguing banners, headlines and content. The customer needs to see the Value your products or services bring to them. Finally, you want your website to focus on the Essentials and get right to the point.