Visual design is not just an added value to the functionality of your website. Visual design is a part of the functionality. Clever design is not just about how things look, it is about how the user feels about it. 

These days we are so used to cool looking things flashing at us, that we became more selective with what we choose to remember and pay attention to. 

When we learn about YOUR customer and YOUR user we can then create a design that will capture the eye and resonate with the emotions of YOUR users. 

Website design is not just a separate unit of your company. It is where all functional areas of a business meet and get translated into a language your user understands.