The web designer must have an eye for what works and what will garner the best attention among potential site visitors
. With this knowledge, the designer is able to include content that best delivers intent and, at the same time, places the website as high up as possible on search engine rankings. This is the picture the designer paints: a site of aesthetic beauty; a site that can be navigated easily; a site that eloquently declares just exactly what it has to offer, and a site that ranks high on optimisation, easily found by search engine eyes, altogether; a masterpiece.