At first glance, a website designed by Vi Wickam may look much like any other e-commerce or business site. But for reasons most visitors can’t quite articulate, they linger longer, engage more deeply, and are far more likely to become and remain customers. Vi — one of the elite Wizard of Ads partners — takes a holistic approach to web design that goes far beyond mere functionality. He blends audience psychology, authentic storytelling, real photography and the strategic placement of pages and visual elements to craft sites that feel genuine and reflect the very DNA of the products and companies they represent. As Vi explains to roving reporter Rotbart and his deputy, Maxwell, authenticity is today’s most powerful digital differentiator.