The Golden Rule:

Look sharp, be captivating and say all the right things. A clunky website without easily searched and found information is a website immediately X-ed out of, whether it’s on the desktop or a mobile device. Having an aesthetically pleasing, easily-navigated website, accessible on all devices is an absolute must today. The website is the groundwork upon which all marketing (even offline campaigns) is built. As such, it’s vital it’s done correctly. If not, all efforts are in vain.