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Entity Representation

If your website doesn't resemble your entity the way you want it to, it's probably a good idea to take the website down until it does. It's better to have no representation than bad representation.

Think of your website as the first person that greets your target audience. If this person is the caliber of person you would want representing your company in your stead, you're on the right path. If this person doesn't answer questions, looks sloppy, and is surrounded by a bad odor, it's probably time to “Let them Go”.

Design Portrayal

The color combinations and layout of the information on your website says volumes about your entity.

Feminine colors go well with feminine entities, and masculine colors go well with masculine entities. If your target audience is a bunch of soccer moms and you're selling flower arrangements, it's probably not a good idea to have a blood red background with black menus. It might be a good idea to have a white background with pink or purple menus. The masculine colors may go well with a website about catch fighting on the other hand.

Information Architecture

Another important factor to an entity representation (a website) is that the information is structured in a way that is what your audience wants to hear/see. First, capture your audience, then give your message.