Your website design should immediately grab the viewer but just as importantly, it should convey your brand’s promise visually and through text. Critical information needs to be organized and presented in a context that is easy to digest. This is done both through the menu and the featured images on the home page (usually along with titles).
The menu needs to be as uncomplicated as possible, distilling your essential services and other critical information in an organized fashion. Sub-menus also need to be minimalistic as well so choices are logical and well organized.
Your imagery should be as warm and welcoming as possible, though some categories are tougher to represent visually than others. In these cases we may use icons instead of images in the home page layout to help guide viewers to the information they seek.