How the public sees a website can be conditioned by how it is presented through Internet marketing. Companies that have their own websites are given the opportunity to show another side of their corporate character to an entirely different market. Individual information-peddlers have a ready audience to which they can present their various offerings.

A website that seeks to establish an image probably does so for easier user recall. An image shows the public perception of a particular site. Notwithstanding the highly technological aspect of the Internet, human perception still plays a vital role in the acceptance and success of any site. Even search engines are looking into the image of websites when they seek to establish their relevance and ranking. What is especially tricky about marketing online is the possibility of an image that is conjured by the lack or absence of facts. Users can benefit more when websites cultivate the image that truly speaks of its purpose.