According to Roger Ailes, president of Fox News and past media consultant for Ronald Reagan, Richard Nixon, and George H.W. Bush, in the first 7 seconds of a first meeting, people make no less than 11 judgments about the other person. And it's no different when it comes to your website.
What judgments are your prospects making about you when they come to your website? Are they thinking you're professional, current, applicable, unselfish?
I recently met a woman who was launching a new high end woman's product and was looking for assistance in getting the word out about her new product. She is new to the product market and her product wasn't out yet but she wanted to build a list of people who would be interested in buying her product when it did come on the market. So I went to check out her website and I was immediately turned off. It looked amateurish, like a neighbor's son who dabbles in websites created it. The layout, structure and information just did not reflect the kind of image you would expect for a business selling a high-end product. My first thought was if she was not willing to invest some money into the look of her website then what else is she skimping on in her business, especially since she was selling a high end product. I made a judgment about her, which may or may not be true, but all I had to go by was my first impression of her website.
Here are some suggestions to consider for making first impressions count on your website:
Have a current and professional look to your website
Websites where the whole site is aligned to the left of the screen and you're left with a huge white space on the right side of the screen where the website ends screams "I'm outdated". It reminds of the big puffy hair dos that women use to wearing in the eighties. It was great for that time but you sure would look outdated if you were to wear that style today. Keep the look of your website contemporary. Most websites nowadays are centered in your browser window.
Check out the competition's website
Do a keyword search for a phrase you would like your website to come up in search engine results pages. Check out all the websites that show up on that first page of the search results. Look at their website design and layout and see if you notice a pattern because these sites are your competition. Now go back to your website and see how yours compares. If your website is not up to par then make it a priority to fix it! Prospects may be judging your entire business based on that first impression.
Know your audience
When choosing the look for your website you've got to know your target audience. Visit others websites that your audience may be visiting and see their layout and style. The look of your website should not be an exact replica of these sites but you can pick and choose the pieces that you like and incorporate it into the look of your website.
Be careful when working with templates
Websites based on templates are an inexpensive and quick way to setup a website however not all templates are created equal. When choosing a template for your website it should have a current look and styling. (Remember your competition's website and the websites your target audience are visiting.) Be sure your template has an updated look that reflects your business, your offerings and has some flexibility for customization so your branding can shine through.
Your website is an extension of you and your business. It's a representation of you when you're not available. It's one of the first places your prospect goes when they're checking you out. It's also one of the places business associates who think highly of you send their referrals. So make sure it's a good representation of you
because looks because looks may not be everything but it does count.
Be sure to catch my next blog post, "When Is It OK To Have A Not So Good-Looking Website"