The design of your site should be as important to you as the look of your business from the street. The website is the face of your online business and its' the property that is going to make that first impression.
The way your site reacts and functions says the world about how you do business. If a customer walks into your store and your employees are surly and unhelpful that person will not be your customer for long. That is why it is important to develop a site that is a joy with which to interact.
You will depend on your site to tirelessly serve your customers 24/7 and do so with a smile. So it is important that you spend the time and resources to ensure your customer are well taken care of online.