Paul Friederichsen, president of Brand Biz and partner in the Blake Project, talks about the overarching importance of a retail website and its aesthetics and the need to launch a professional-looking site, which is also mobile. He also talks about the content, the importance of being found on search engines, and the importance of including blogs to shoppers. Friederichsen also offers blog post ideas, such as decorating tips, selecting the correct flooring for the application, installation, and care and maintenance as a means of becoming involved in the customer’s decision process.