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A good website should act as the shop window to your business – enticing customers in and convincing them to buy. If your business already has a website, you need to make sure that it is working hard for you by continually measuring and improving its effectiveness. Read on to discover the simple principles that could mean the difference between online success and failure. 1. Ensure your website reflects your business Think, how do you want people to perceive your business? Professional and efficient? Friendly and approachable? The design and content of your website must fit in with this image