Generally the web designers tend to focus excessively on the appearance of the website. But it is hard to believe that only good looks don't matter much if you are planning and creating your website. Don't get me wrong by this, what I mean to say is that appearance is important but its usability is much more important.
As we know that all the web designs are created for some or the other purpose, mainly the purpose is to sell something or to provide information. Some sites are designed to showcase their owner's talent displaying the owner's resumes and portfolios. The usability of the site is of most importance to achieve the purpose. The basic requirement you have to set is that whether the visitors can easily access the information they want or the products they want to buy from your site.
You need to check out that whether the information available for the visitors is sufficient and relevant or not. A brief summary about the product is enough for the customers who want to know about the features of the product. It doesn't mean the availability of the information only, its accessibility is must. As the page describing your products is not going to help if the visitors are not able to find it. The site should have a good navigation system so that the visitors can move from one page to another. The navigation bar or panel should be standardized in such a way that the visitors do not feel that they are playing a treasure hunt game and getting a new page very time.
Search engine visibility is the lifeline for your site. Getting a site designed with relevant information is of no use for the visitors if it does not appear on the search engines. Search engine visibility is very important for a website to get web presence for a business. Search engine optimization increases the number of clicks and thus attracts the target audience. It boosts the organic traffic towards your site and thus increases sales and profits.