I try to create a frictionless sales funnel in the web-design so that a visitor can find the contentents what he/she looking for. So the key phrase that drive him/her to the site will be in the prominent place. The USP of service offered in the site is another focus point of my design. Above all, the clients' aspiration of design is the ultimate point of my consideration while designing. I ask the client to provide a couple of web links so that I can follow the pattern what the clients taste.