It’s not a secret that most users judge websites by their appearance (first) and their content (second). It’s true that your content it’s the most important thing in getting new visitors, but the aspect of the website is the second main reason those visitors will return to read more. Allong with great content, getting your site (or sites if you have more than one) visually appealing will assure the flow the visitors, and in order to be appealing it has (they have) to be user friendly (the most important thing), navigable, attractive and organized.
There are some web designers or website owners that do not care about how their websites looks (not enough or not at all), they are interested mainly in designing and developing websited that function properly.
There are a few tips about how to make you website(s) to be visually appealing: