Your website is often the first experience a prospective customer will have with your brand. As a result, it can create a powerful framing effect. Give them a positive first experience, and that warm afterglow will lay the groundwork for trust and soften any bumps further down the road. Those customers are also likely to revisit your site before making their buying decision. Should they stumble into a broken or hacked website at any point in their decision-making journey, you may never see them again.
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