While this secret ingredient is not a requirement for a good website, it certainly doesn't hurt. We are always on the lookout for it when we consider taking on a new client. This ingredient brings focus, energy and authenticity to marketing efforts and customer communications. It is infectious. Sometimes it is subtle, other times it is in your face. Most visitors can sense its presence, but few can articulate what they are sensing.
This ingredient cannot be bought. It cannot be manufactured or manipulated. Either you have it, or you don't.
The only thing worse than not having it at all is having it and hiding it from view of your customers.
Can you tell me what the secret ingredient is? Here is a hint. One of these two sites has the secret ingredient, and one doesn't.