It is proving you as a Vendor. It is delivering exceptional service and value product before making sale. Make your site fun and useful. And most important of all keep it simple. The site catches attention by providing attractive outdoors pictures.
Users also have a chance to customize the page.
Larry Chase, an international Internet Consultant on his book Internet World discusses how to make a web page and what is essential to put into the site. I remember one particular time I was surfing the net to do a research for a class. It was easy to find the web page of the company I was looking for, but unfortunately it did not help me to find the information I wanted. The graphic representation of the web was very nice. Consequently I could not do my homework.