The web is a highly visual medium so it makes sense that you would employ visual people to create for it. In print, the printing press technician doesn't design your package, broadside or logo but for web, often "coders" build sites by using using generic templates or build a solution that's filtered through eyes that are not visually oriented. A frustrated visitor is only a click away from leaving.

Take advantage of the same time honored rules of graphic design (white space, arrangement, texture, etc.) that apply to good print projects and apply them to the web. The visual logic of graphic design will make your web site organized and logical. Make it easier for your customers to navigate and easier for them to buy as they move from page to page exploring what you have to offer.