When people first land on your website, they will take in all of its surroundings. This is where, colours, layout and flow of information all play a part. If a visitor is lost without knowing where to go for further information, high chances are they would leave. Your goal is to create a website that is designed so that people are intrigued and want to stay to see what you have to offer. Clear Navigation is top of the list here.
When a person views your website, reads your content, navigates the site, interacts with your business, and gets involved in other ways, their subconscious is constantly evaluating what they are doing and how they like the experiences that they are having.
People are affected by everything from visual appeal to the actual words on your site, as well as their own thoughts and previous experiences with websites that they have visited. When it comes to visual appeal, you have to use something that makes people feel invited and welcome. A clean, easy-to-navigate design will attract a much bigger audience than a cluttered, overly busy website. There are even specific colors that people respond to better than others, if you want to maximize the subconscious effect that your website has. A good resource to get matching colour for your website would be https://color.adobe.com/create/color-wheel/
The words on your site (your content) are also going to be an element of your design that affects people. What people read is going to affect their emotions, even if it is only on a subconscious level. The content that you create needs to provide people with the opportunity to experience positive emotions, relate to your company, and understand where you are coming from or what you have to offer. Use simple words and an informal tone that is engaging and appealing to your audience, no matter what you are trying to accomplish with your content.
Even simple elements like the right alignment in your design and the use of white space can influence the subconscious of your audience. If things are properly aligned, they look cleaner, more professional, and more visually appealing. At the same time, using white space draws people's attention to the content that is on your site, and subconsciously makes people feel like they are not being overwhelmed with information. Designing websites is not rocket science, but there are things like these that you have to consider in creating your design. The greater effect you have on the subconscious of your audience, the more likely they are to get involved with your business in the end, after all.