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Improving your website isn’t simply about design or SEO (Search Engine Optimization). A properly implemented and tested website may be the single greatest effort your can make on behalf of your online business. Research shows that the vast majority of people who view your website will X out within ten seconds. This means that you must use your skill to catch the eye of a viewer and convince them to stay - all in less time than it takes to type a search term. Understanding the various aspects of a website and how they impact viewers can help you decide what your website should look like, how it should be set up and how you present information to viewers.