Irrespective of your website's business applications, it has to be visually appealing and lead your prospective customers to the right areas of the website. So whether your customer is looking for your testimonials or are in hurry to request for a quote from you, arrangement of the layout and the look and feel is the primary driver behind any traffic to the site.
 
After your website has been arranged the next big step has to be the marketing of the website. A website not visible to your target customers is as good as a dead website. Properly crafting a branding strategy that involves multiple tools such as Social Media Networks, Online Advertising mediums and On - Page Optimization helps you optimize your website.