In Predictably Irrational, Dan Ariely recounts a study of coffee drinkers. When coffee was served to test subjects in fanciful dishware, complemented with condiments in beautiful glass and metal containers, they believed the coffee tasted better than when the same coffee and condiments were served in Styrofoam cups.

The quality of the surroundings greatly influences the experience. In other words, ambience matters.

If there is one “container” your customer is sure to see when evaluating your business, it’s your website. A great website is the smartest marketing invest you will ever make. Otherwise, you are just serving-up your business in a Styrofoam cup.