Your website is the home of your business and as such it should reflect the character, direction and goals of it. If not then you are presenting a confusing picture for your customers.
It’s vitally important that you have a consistent theme across all of your branding, marketing and sales collateral. Your website is at the heart of this so it is absolutely crucial that it defines what you as a business represent. What might not seem important to you will be noticed by your customers, and if you are asking them to work too hard to understand what you do then you will not keep their attention.
It shouldn’t need saying but it’s surprising how many brands overlook the importance of its colour and logo. It’s the first thing that your customer sees when they tune in to your website and it is the only image that will be present on all your material so it’s an absolute necessity that this is considered in detail. Which colour represents you best as a brand? What shape of logo will most affiliate itself with customers in your industry? Do not underestimate the impression that a customer gets of your business upon the first 5 seconds they spend on your website.
Get the colour and logo matched to what you are as a company! Otherwise your customers will not be able to identify and empathise with your brand.