If your visitors are turned off by your site they will tune out. If your site is pleasing to look at you will have a better chance of getting your offer or pitch read. You also want your site to be easy to understand. You will only get one opportunity to make a first impression with your visitors.
There are absolutely countless websites on the Internet today, possibly billions. It is important to make your site easy on the eyes. If a visitor finds your site enjoyable to look at they will be more compelled to tell their friends about it. They'll tell their real friends, that is. Not only will they pass the word along but they will return themselves as well.
As people we also tend to judge things by physical appearance. We will come to our own conclusions and create our opinions based on those judgments. When you make an attractive website you really give yourself a better chance of people forming positive opinions. If your site is unattractive people will not respond so well and they will click away.
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