So you’ve got a website and hopefully your customers and target market find it easily (a whole other topic), but once they do find it what sort of experience do they have? Does it project a positive image of your business or turn them off? Does it encourage them or bore them? Is it easy to read and use or painful and frustrating? One of the key things to ensure about your website is that it is persuasive – the language, the images, the layout and the usability all combine to appeal to and convert your website visitors into customers.