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For example, most people see Apple as a cool, innovative company with good-looking and simple to use products. You visit their site and it reinforces that impression with a sleek design and reasonable ease of use.
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The site should be professional and reflect your ideas about your business, the mos difficult thing here is to take a niche, to outline the difference between your product and others, especially if the market is oversaturated, like seo or hosting.
John, thanks for the links, the first one isn't working.