In most cases, a website is a marketing tool. A website design should be about converting visitors into new clients and customers or getting you a lead or contact information.
The other main thing that needs to be done is getting people to visit your website in the first place. There are a number of sources of traffic - Facebook, LinkedIn, directories, Adwords - and one of them is from being found in the main search engine result pages ( SERPS ).
SERPS get you good quality visitors, because these are people who are pro-actively searching for what you're offering. And the main results, rather than the paid ones, are generally better trusted.
Search engine optimisation ( SEO ) isn't always the best solution for a business, as it can take a lot of effort to get good exposure which isn't always viable. But it should always be looked into because of the quality traffic it provides.
Increasing attention and website visitors from SERPS is a combination of things done externally ( links back to the website and mentions in social media and directories ) and the way the website itself is built, which comes back to the design.
These are the best steps to follow ...
Google needs the search results to be the best possible - because that's what keeps people using their search engine and how they have maintained their huge market share.
They say that they look at over 200 factors when evaluating website pages to determine where to place them in search results. One of these factors is the quality and relevance of the content on the page. Over the last year, even more weight has been given to web-page quality and relevance.
Another major ranking factor is the structure of a website. Google likes well-organised information, so organising the pages of a website per best practices is also contributing significantly to individual page rankings.