You scroll on Instagram and see someone promoting their new podcast, with perfectly cohesive graphics. Or you click on some photographer’s portfolio and browse an extensive list of impressive clients. You come across an influencer on the explore page who has 300,000 followers, 4 exciting job titles, and who appears to live in 5 different cities. Or maybe you’re on a new acquaintance’s website, which is perfectly optimized with strong branding, professional imagery, and a user-friendly interface.