A website wants to tell a story that addresses user problems, how to solve it, and how your product can help. Don’t talk about yourself, just add value that makes a clear picture.
Simplicity over complexity the website must be easy to use.
Delivered in design through branding, imagery, identity, aesthetics, and emotion.
If you cannot find the product or services, then you not going to buy it. The product and content must be easy to find online.
The User Experience requires to be available to all users with a full range of facilities including people with disabilities, hearing loss, impaired vision, learning difficulties, etc.
Getting a second chance is narrow. There is a whole internet full of competition. The user has to trust your brand and believe what you tell them.