It doesn't take much to convince people that mosquitoes are annoying, but since they're typically browsing the web where mosquitoes aren't, getting the itchy reminder front and center on a web site is helpful to turn them on to an effective-and cost-effective-solution. If this pain point is coupled with the revelation that a mister and natural pesticide extracted from flowers could rid them of the little blighters once and for all, the bain and the benefit both become immediately apparent when they land on the site, and the user wants more information.

Few people seem to know about mosquito misters and flower-derived pesticides. Most of us hang bug zappers in the summertime and wonder why they're kids and still plagued with itchy welts and malaria (answer: mosquitoes aren't drawn to light, therefore they don't fall for that old trick.) Because mosquito misters have less market penetration than water softeners, garage door openers and bread makers, dedicating the home page to a piece of equipment is not as effective as showing benefits and offering answers to questions at the click of a mouse.

Our client is young and relatively hip, and requested a clean, linear design. They also like this shade of green, which, coincidentally, puts customers at subconscious ease about continuously spraying a toxin over their home and yard (free advice: if you want something to look safe and inviting, don't get a red and black web site).

It's fun to do web sites full of color and texture, and people love this, but the fact of the matter is, ornate, personalized design looks less objective. Subjectivity is ideal when marketing a salon; people are compelled by a salon's style and flair, so we encourage texture and color with such a piece (see here). After all, what's a salon selling but color and texture? But another advantage of white space is it compells immediate purchases. Check out Amazon, Overstock, B&H Photo, and any other site that does trillions in online sales each year. These guys have, collectively, invested enough money in focus grouping, heat map research and AB testing to know that nothing converts more remote sales than nice little pictures on a white background.