matter whether it is someone who previously never heard of you or someone who you handed a business card at a networking event. The image and story you tell in the search results make the customer or client paint a picture of you. There is a great deal of evidence behind this concept – I happened to study consumer psychology at Wharton, and I know this area intimately. Human beings are lazy creatures. We make decisions based on heuristics, to process information quickly and get through life. You see, people overwhelmingly click the top search results, and this declines, sometimes exponentially, down the page. If you are on the second page, to 99.9% of people, you are invisible. So for your industry, your area – you need to have your act together to get any customers online. If you aren’t investing in SEO, don’t be surprised when you never get an email from someone who found your site online.