Hi Everybody.

What a fantastic post. Exactly what I've been thinking about. You see, I want my website to have more style, more personality. What I can't figure out is what about a site makes it "work" and keep people coming back. They say it is not the graphics. Conventional wisdom says it's the copy. I've purposely avoided having a lot of graphics to avoid page load delays.

It's an information-packed site. I've written the copy in a way, I hope, that projects my personality. Yet we're dealing with people's finances. It's important that in spite of having fun we are seen as knowledgeable, accurate, and caring. Trustworthy.

Houses? No, realtors show houses. I've seen one too many realtor cookie-cutter website.

People signing contracts? No, too stuffy. I do have pictures of people on the website. Smiling, happy people.

Any thoughts on how I might jazz up the site?

-Tony
www.lightning-mortgage.com