The design should be both professional and eye catching so your customers would have a pleasant experience while browsing through the website. The design of the site is the most crucial factor that decides how long the customer spends in your site and this in turn decides the chances of the customer to make purchases. For a business site, a simple theme with subtle color variations is always an appreciable choice. The web designer would also tell you to choose a platform that has strong backend features and a stable community to help out with issues and queries. The online store that you include in your website should offer your customers certain administrative capabilities such as the ability to view full purchase history logs of their previous transactions.