I have been contracting web design for a really nice and successful lady recently. Even though I was already a good designer before she picked me up I learned much in way of good design.
The point is to "woo" your visitors and stand out among the competition. Lets face it, a number one listing with a poor design only means that more people will leave your site. This is why it kills me that people who have top natural rankings don't care about good design. In other words don't be too proud of your number one ranked site, because all I care about is what you have to offer, and starting with your layout I'm getting the impression you do not care much about me anyway. Your site is boring.
If you are achieving top rankings then doesn't it make sense to spice up your site? But you may be afraid of messing up your SEO? Pal, buddy, there is a way to do it. If your page is coming up on Google's first page and your site looks and acts like "crap" then you are pushing more people away.
Good Web Design Equals "Stickyness"
Just like good SEO a good design will attract visitors. More so a good design will keep your visitors. It's really that simple. Good design equals "Stickyness".
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