I occasionally lecture at our local State University (Southern Utah University) about web design and development. It seems that one area that most designers overlooks is to understand what the user intent is when they are visiting a website. This intent even varies page by page.
Most clients request that we design something really cool, but really forget that the user simply wants to preform a simple action.
Understanding this intention and making it as easy as possible for them to do this will lower your bounce rates and also increase your conversions.
I highly suggest using Attention Wizards heat mapping tool (at least in the beginning) until you understand how contrast and visual attention prediction effect the end result of your website. I am not associated with them at all and I am sure there are other companies that offer heat mapping.
http://attentionwizard.com/
