First impressions are important for everyone doing business online, but maybe more so for small businesses that don"t have the benefit of name recognition and consumer trust. That desire to make a good first impression, though, often leads the small business owner down the wrong path. They decide their home page needs some pizzazz, or a "Wow! factor", as I"ve often had it described to me.
(skip to "Small Businesses and the "Wow" Factor" by Matt McGee)

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Search Engine Guide : Small Business Search Marketing>>Publish Date: 5/31/2007 8:01:51 AM
>>Keywords: small factor
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