Chapter 3

Change Your Website

Examining the Audience

We’ve all heard the phrase “You never get a second chance to make a first impression.” Nowhere is that more true than online. In person, if you don’t put your best foot forward, you affect only that one instance, that one encounter. Online, though, you’re affecting relationships en masse, every time someone new encounters your website. You’re basically out there 24/7, “meeting” new people. And most people will check you out online before they check you out in person. It’s simply how we, as a society, operate now.

Consider that, currently, one in three couples meet online.1 Now, venture a guess as to how many people meet companies online. When you start thinking about those kinds of numbers, ...

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