If your website is done well, it should make you feel like you have a salesperson on your team, working her tail off as your own personal hype woman. You don’t even have to have a super fancy, custom-built website to make this happen. In fact, I’m a huge fan of Squarespace and all of its built-in features. But you do have to have well planned content that guides your potential customers through your site and encourages them to take action before they click away.