Neil Olinger

Heather Fletcher is senior content editor with Target Marketing.

Cheddar. Manchego. Havarti. Gouda. Unless a website is selling dairy products, "cheesy" is not the first adjective you should want springing to consumers' minds, says Tim Ash, CEO of San Diego-based landing page optimization firm SiteTuners. You need the word "professional" to pop into viewers' heads within the first 1/20th of a second of landing on a page. ... That's right: 1/20th of a second.

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