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The other side of this is that people also want to see that you are successful. Your success—or lack thereof—is inferred by how your website looks, the number of employees that work for your organization, or possibly even the number of clients you have. A business' success is determined mostly by superficial perceptions.
If visitors perceive that you are successful they will gravitate to you based on that alone. After all, you must obviously know what you're doing if you can afford a great site, X number of employees, to charge
outrageous fees, etc. But be careful here as well, success can often create a negative perception of you or your business. You might be considered too successful to be able to give them the time or quality your visitors expect.
If you are able to build strong relationships with your website visitors, even perceptually, this will give you a significant sales and marketing advantage over many of your competitors. Building these
relationships alone won't make your business the most successful in your industry--there are many other factors involved--but relationships are a crucial factor in being able to establish and maintain long-term customers.
Every marketing dollar saved by not having to seek a replacement for a former customer that now shops elsewhere is an additional dollar (plus additional sales profits) that can be spent in obtaining and maintaining new customers.
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