It’s the subtle things that make up the background of your content that affect your reader and potential customers the most. If there’s a ton of text without much white space, readers move into a subconscious level of irritation or criticism which can backfire on you. Inserting a graph, an image or keeping your sentences short and breaking up your paragraphs, help to move the reader to a more relaxed state of mind to digest and comprehend your content. Bullet points are another way to get to the point quickly, and with a web-based platform, you can add more content and link it to the bullet so the reader has the option to read more, or just skim. 
Colors play another big role in whether or not trust or value is perceived in the correct way. If your site is about massage therapy and whole healing, the last thing you want to do is to create a red site. Red is an aggressive color and speaks of authority, not safety or calm as blue and green does. In a recent interview with Judith Briles for Author U (niversity) we discuss a few more areas for consideration.
Listen: YourGuidetoBookPublishingLIVE_2013-06-13
By the way …
Branding is NOT about the appearance of your product, nor is it your logo. Branding is how people feel or think about your product or services. The appearance of your marketing material, products and other visual elements are what create that feeling or thought towards your business.
I felt that they were a trust worthy company and I loved your sense of humor and simplicity.
I think you know what you are doing. Everything was laid out well and was easy to find.
Both comments are from customers who have developed an opinion based upon how they felt when they were introduced to a company website. This is what they will tell others who want to know what it was like to work with that company.
And THAT … my friend … is branding.
