With over 80% of smart phone and tablet owners searching the web on the go. Your website must be easily accessible and intuitive to navigate. All website design today and in the future has to be fully responsive and perfectly placed to give users the best experience across all types of technology (even TV screens in the near future for home shoppers).
If you add content that builds trust and creates positive touch points. Combined with search engine optimisation so that your business gets found. You will be closer to gaining a new customer than your competitors.