The place your business calls home on the internet. The website says a lot about us and it needs to offer the user (1) function, (2) utility, (3) pleasure. Unless the user finds the information s/he is looking for, in a clear and peasant manner, s/he will bounce. While it does require time and effort to design a desirable website, and then to maintain such a website through all the content and trend changes, this is for sure one of the fundamentals which is worth the effort.