It should be user focused.
Products and services need to be easily found through search engines and on the website itself.
If a user accesses your website looking for a particular product or service and cannot find it within a few seconds then it’s failing. It’s not providing a good UX (user experience) so your customers will leave and find an alternative instead.
Google places greater emphasis on UE (user experience), websites that provide a good user experience will be ranked higher in search results than those that don’t.
There are a number of elements that can affect user experience: poor (UI) User Interface design, poor (UX) User Experience design, slow page speeds, badly written or lack of content; and importantly, whether the website is designed to work on devices such as hd displays, desktops, laptops, tablets and mobiles.
This is called responsive website design and it is critical in achieving a successful website.