There are many theories to realize a good website but all of them are pointed to have as many visualization as possible and hold people inside web pages until they create a contact by email or message, because a website is like a shop window: it pushes new clients inside and help usual clients to find your products and/or yur services.
Personally I use the theory of less click as possible because it’s important to have profit by that specific moment when a person become a possible client because he’s interested to some offer or product or service. My web designer way is to put best information in the homepage and give an input to people. Usually a good slider with ad hoc slides created could be a good lighthouse to attract couriosity and possible clients. This is the reason why I try to have a contact form in every page of the website, because if I’m the client and I have that moment when I decide to really want some products or services, I’d like to write immediately without waste time to scroll the page, find the contact us, enter inside it and compile the form. If I have my contact form directly inside the page that I feel interesting I save at least three clicks and relative time.
I apply this type of theory to every type of website. I know to create static websites (HTML, HTML 5, CSS3 and Jquery) and CMS dynamic websites (WordPress, Joomla, etc) and for both I use to give that type of result.
Below you can find some example of websites actually online and you can find an example about a mockup realized with HTML and Jquery to show to the client how it works online HERE.