I learned a long time ago that one of the biggest challenges for a salesperson to make a sale is to get over the customer’s objections and not add to the list of objections. Simply put, a person could walk into a store ready to buy a product cash in hand but run into obstacle after obstacle in the store to the point they walk out not purchasing anything. I have. Let’s move to the 21st century. Web sites are increasingly becoming the first and often only contact point between a business and its customers. A website can throw up roadblocks or it can smooth a path to making and retaining customers. Businesses need to understand that their websites do matter.