How your website looks is just as important as what content is on it. A good looking website is more likely to keep customers reading, while a boring - or even bland - looking website is more likely to turn customers away.
Every website will of course have its own look and feel to it, but the time and effort put into properly designing your site will make all the differents when comparing yourself to competitors.
Establish a theme. Have a visually pleasing yet easily recognisable logo. Avoid unneccessary clutter. All of these thing will keep the clicks coming more often than not.
Have a read of our blog post to learn more about the importance of web design for promoting your business.