People are on the Internet.
In the morning, in the afternoon, and in the evening – somebody is always on the Internet. And if they need something, they will search for it nowhere else but on the Internet.
From this perspective a website is the place to address people. To address them in order to convince them to choose you.
Therefore talk to them. And do it in an easy-to-understand manner. Articulate clearly. Provide a well organized structure.
How long could you sit on an uncomfortable chair that is small, shallow, and shaky? That’s how people feel when they visit a poorly designed – and thus unhandy and unfriendly – website. They just storm out as fast as they can.
And keep in mind that for those who know nothing much about you your website is the only source of information to make judgements about your company and decide in favour of cooperation with you.