This is where the rubber meets the road, so to speak. Despite all the other platforms you may be on, it is here, on your website, where your prospect makes their decision. Your website is like your home. You may be one person at work, another with one friend, and still another with a third, but it is when you are home that the real you comes out. Savvy web-users know this, and it is here they check to see who you are.