Design is a very important aspect for a successful website; it an effective tool in increasing brand awareness, establishing an effective online identity, and connecting with the target marketing thus increasing the return on the website. However, to truly maximise the efficiency of the website and increase the ROI effective web design needs to be coupled with search engine optimisation (SEO). After all, a web site could have the most exciting products and offer the ultimate shopping experience but still remain unsuccessful if there is no traffic.