Heard of user experience? User interface design? Your brand will be used and engaged with by real people, which means your product, website and design needs to be built with them in mind.
For a long time designers have made things without thinking about the people who will actually be using and interacting with the products created. It seems obvious, but this can be easily missed in the process. It's one thing to design a website, but designing a user-centric website fit for purpose, that's a whole 'nother level. Hours can be spent engineering processes that make the user (that’s the customer) experience seamless, glitch-free and easy to use.
On the marketing front it can be the difference between someone leaving your site or abandoning their online cart because the whole experience is cumbersome, or engaging heavily with your site, buying your products and becoming a repeat customer. Get it right the first time because you might not get a second chance.