Imagine you're trying to find something using a search engine.  What happens?  You search a term and a long list of results pops up.  You start clicking them one by one, hoping to find what you need.

When you click on a link, what are the first thoughts or considerations you make when the site appears?  They might go something like this.

Too cluttered.  I'm not wading through all that.  Next.

Unprofessional.  Next.

Too many ads, pop-ups, and junk.  Next.

Not what I need.  Next.

How do I get around here?  Next.

Then you finally find one that might work.

Ooh, this is nice.

You're immediately attracted by the clean and inviting design.  It makes you want to give the site a little leeway and allow it to prove itself to you.  You want it to prove that this is the place and this is the business to serve you.  You want it to confirm that "You're here, no need to go anywhere else."

You click a few pages, hoping to find exactly what you need, to have your questions answered quickly.

This site has a chance.  It's captured your full attention with its exceptional graphics and design.  Obviously, this person or business takes extra care with things, but will it hold your attention?  Will it deliver?

How can it do these things?  Easy...by being easy.

You want clear navigation and hierarchy.  You want prominent calls to action.  (You already want what the site provides.  Now how do you get it?)  You want help when you need it - easily and without a lot of hoops to jump through.  There should be a frequently asked questions section and a clear method (with multiple options) of contacting the person or business (but only when you're ready to do so).  You want a clear explanation of what this person or business can do for you.

You want to be dazzled, but what does that mean?  It means giving you everything you want, quickly, easily, and without a lot of hurdles.  It has nothing to do with flash, fluff, widgets, and whatchamacallits.  It's a great design, clean navigation, quality content, and clear answers to your questions.