There is something intangible about the look and feel of an appealing website. It can make your clients feel secure about doing business with your company. It might telegraph to a prospect visitor that the owner of this site is an expert. But like meeting a good-looking person, the real impression happens only when they start speaking. Likewise, your online voice and words can either enhance or put off a potential relationship. Great creativity takes the whole picture into account — from first impression and conversation to sales conversion and customer loyalty.