A friend of the studio came to us for advice on what to do with Google AdWords for his website based in Rome, Italy. We were concerned with the look of the site first before we focused on search engine optimization and web search marketing. The site was homemade and not done very well, so we didn't see how visitors could develop any immediate trust. We saw immediate results in traffic converting to inquiries and tours being booked. Once the appearance of the site reflected the attention and care the owner put into his business, it made it possible to use AdWords to increase exposure effectively. The top of the list does not always mean you will see more visitors converting to sales. You must gain the trust of your prospective customers visually.