Visitors to the Website Source site were being confronted with a larger than usual amount of content. While appropriate and informative content is extremely helpful to creating an immersive user experience, many visitors were having difficulty finding the information they were looking for, or were otherwise getting lost while navigating the site.

Difficult navigation poses several problems. When a site does not guide a prospect to the order form, customer conversion will remain low. Prospects are not the only audience that may leave in frustration, however. Existing customers looking for specific information may encounter difficulty, potentially leading to greater turnover rates.

Given Lunarpages' extensive reputation as a web host of high regard, their old site failed miserably to communicate their professional image. The depth of their experience and professionalism was contrasted strongly with the shallowness of the site on multiple levels.

Bringing a professional image to the site would not only raise Lunarpages' esteem in the eyes of potential prospects, but also reinforce their value to existing customers. The creation of a congruent visual impression would then not only increase conversion rates but also retention rates.