What is the Most Important Factor of a Web-Site?

Many web-site owners will tell you that single most important factor of a GOOD online store is content. They believe that if their products are good, customers will buy. I disagree. I believe that the DESIGN of a web-site is what sells the products. If a website is not user friendly and attractive, I want nothing to do with it. There are many companies out there that claim to know the industry, but there is only one that I trust: Indigo Design.