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Focus groups can help you determine the look of your ads so they attract the consumers you really want to reach. Attracting the eye comes first--keep in mind that what they see reflects directly on your company. Be sure that when they get to your site or call you, they're not disappointed with that "next step." Your site must load quickly, be easily navigated, and not require too many forms to complete or entail too many steps to get to the final order or check out or call.