A first time visit to a website is similar to a first time meeting with a person. The impression is based on cues. Is the person dressed nicely? Groomed well? Too much perfume? Too few?
For websites, grooming the face of the business is the field of web design. Sadly, that’s the point at which too many businesses (and people) stop optimizing.
But it’s the inevitable second part of a first impression – the conversation – that matters most.