Impetus is a business services firm whose mission is to make websites perform better.  We're experts in the art of self-serve selling.  Our job is to apply a critical eye to a website, examining it through the eyes of a customer, identifying the crippling factors that weaken its ability to sell, and devising new and better ways of making a site resonate with its target audience.  Our work borrows from traditional usability science, customer behavior profiling, mystery shopping, and old-fashioned sales coaching.  We call ourselves Site Auditors, and we specialize in the high-performance sales engine.