The previous design had the same content but in an uninspiring format. Attempts to generate leads fell flat and considerable money spent on advertising yielded no results. The new design added some new features to the content and made the process of applying for loans easier but it was the design which provided the all important mind shift in trust. Suddenly this unheard of new brand had won the confidence of first time visitors to deal in large sums of money. DC Finance has taken the lead role in their market sector with their web site. On the web, every business is the same size. Influence perception.