Click, click, click. Your ideal customer has eleven tabs open, and is flipping through them, trying to find some information.
Will he stop at your site? Or will he click and make it disappear?
What’s stopping him from ditching your site altogether?
He’ll make up his mind about the quality of your information before he’s even read it, and it will be based on his gut reaction to your website’s design.
If it doesn’t pass muster, he may never read your words. He’ll hover over that big X on the browser, click it, and make your site go away. How can you invite him in and keep him there?