The old adage “You don’t get a second chance to make a first impression” couldn’t be more true than on the Web. Savvy Web users — especially those conducting business via the Web — have been conditioned to avoid Web sites that don’t appear trustworthy or lack a quality look and feel. This is the most basic human defense mechanism to encountering risk; it’s naïve to think just because computer technology is involved that people will look past the surface. There is so much information to sift through on the Web when trying to find a product or service, users are now applying their own innate filters. We do this in public when engaging individuals we don’t know, and it’s to be expected on the Web.

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