Here’s the truth about websites: Customers won’t read our copy, they won’t watch all our video, they won’t even make it to the end of our headlines and what they do take in, probably won’t be absorbed in the linear way we imagine. And here’s another thing, most people will judge your website within seconds and decide if you are for them or not. So looks count. And attitude counts. And what you say counts. And so do first impressions. And one more thing, we need to understand that even though they’ve turned up, they may not be as keen as we are. It’s like speed dating someone who’s got something better to do. It’s our job to hook them.