Great web design is also appropriate.
The layout, fonts, shapes, and colors are some design aspects contributing to how well a website projects a brand and captures it’s audience. They are intricately woven together forming a complete picture.
Before hiring a graphic designer for a website, it’s helpful to visualize and think about what the company’s ideal customers are like. Communicate who your customers are to the designer.
It may also be helpful to provide prior graphic designs of the business across various media to the artist. These collateral are not always available, more often than not, but anything that tells the story of the business is helpful, including publicized or customer-oriented reading materials.