The potential problems for visitor I noticed are no newsletter pop-up, clustered design, and not aligned properly.
According to the G.R.A.P.H.T.E.D method, I think the website should use more graphic contrast, and could use more eye catching colors that go with the High Resolution images. The colors seem to basic and logo can use more pop.
I also noticed they don't have a newsletter pop-up banner to interact with customers.
The two following websites below clearly they create a circle of information that connects with our daily lives. Both websites use design, aesthetics and branding that plays a role in our life style, and impacts our buying decision.These website also incorporate all the G.R.A.P.H.T.E.D method and follows the simple but solid web design.