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The author was talking with a customer who wanted them to include music on their website. This made the author think about the normal perceptions people have about their web design and how often they have been distracted by items that are totally un-related to a business and how they affect the experience on those websites and how many times they didn't become the customer of the business because they had problems finding information on their products or services. In short, make browsing their website a pleasant experience by striking a balance between essence and aesthetics. The motive of their website design and web development should be to convert visitors into customers and not driving them away.
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