A client once asked us to fix the "cheap look" of their shop, and pointed straight at the fonts and the product photos. We spent the first day in the checkout instead: paying handed the customer off to a generic page on someone else's domain, different logo, different everything. We rebuilt that step as a hosted payment page under their own brand and domain, and the visual design of the site never changed at all. What we do differently now is walk the money path before we touch a single pixel, because the moment a site stops looking like itself is probably the moment it asks to be trusted with a card. Your own site hands the customer over somewhere quietly, and that spot is worth finding before a client points at your fonts.
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