A brand's website can be the first reason that a potential consumer engages - or the first reason that they click away. Loading speed, visual aesthetics, ease of navigation and countless more aspects can limit a brand's reach.
If a website is built poorly, then a large proportion of the audience's buying journey may start, and end, on the first page. Your website needs to reflect your identity, support your brand's purpose and direct consumers to the all-important checkout page.