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Well, I totally disagree that the site can;t have a folksy, sweet look to it. Slick? For a dog grooming business? Do you live in the iddle of affluence? OK then, hire Madison Ave. Use a TV commercial approach. Is average Joe your neighbor? Know who your clients are and appeal to them that way. You're not exactly an attorney whose firm needs to be slick and professional. Which is not to say your site should be unprofessional. Go with your gut and your heart. That's my, more feminine, opinion.