All business owners know that first impressions are important. But they often forget that bit of wisdom when it comes to the design of their company Web site.

"If someone comes to your site, and it’s ugly or unattractive, it’s proven that they’re not going to stay there," says Sean Stewart, president of Digital Trooper, a Charlotte-based Web design and development firm. "But if they do stay, then they’re going to ask how user-friendly it is."

Functionality also plays a fundamental role in determining the look of your site.

Is it just informational, or will you be conducting e-commerce? What information will you provide in addition to a description of the company? Will you feature any external links? How often will the site need to be updated?