The Impact Of
A First Impression
It's Your Shop Window
All the data points to one unavoidable fact:
If you are a small business you need a website. Not just any homespun website though.
It needs to be beautiful, it needs to be fast, it needs to be well branded & differentiated and it needs to have good usability.
It needs to look professional and polished to maximize on the possibility of converting a visitor into a potential new customer or client.
How to succeed with your website
People come up with different budgets and goals when planning to build a new website. Essentially, there is an ideal scenario that depends on deep pockets and there is the reality, which sometimes means taking the least bad shortcuts.
The ideal scenario for serious business owners requires starting with what I would call discovery. Researching the websites of your top competitors and mapping out their keyword and SEO strategies. Once that data is at hand, we can plan your new website pages, internal link layout and content strategy based on the main keywords you need to target to achieve visibility and conversion rates.
A subconscious impression
In short, once we have the architectural drawings of the website built, we can get to work on the user interface UI and user experience UX aspects of the website design.
The research shows that design is a critical step in the process. Subconscious decisions are made by a first time visitor about the competence of your business in the first second.
What their eyes pick up in that first second is the instant appeal, attractiveness and harmonious balance of the design elements. Are they coherent with what they would expect to see and do they communicate competence?
Let's have a look at the FACTS
50 Milliseconds Rule -Good Design inspires confidence
Spot the difference in your first impression the examples below. The bad design is on a pop up because it really does drag the page down.
This video is a good illustration of why design elements matter
75% of people have judged a company's credibility based on its website design
More design matters
A few more facts about how to make a good impression with your website
#1
It takes 2.6 seconds for a user's eye to select an element on a website that influences their first conscious impression.
The first impression takes 50 milliseconds - the next impression needs to follow-up with a home run. The first impression is subconscious the second impression is conscious.
#2
88% OF USERS ARE UNLIKELY TO RETURN TO YOUR SITE AFTER A BAD EXPERIENCE.
Do you know how many potential customers are not ever coming back?
#3
If given 15 minutes to consume content, 75% of people would rather read something beautifully designed than something plain.
People are not going to stay if it's not a pleasing place to be.
#4
First impressions are 94% design-related.
Your website design and business success are linked.
#5
A study found that 94% of negative website feedback was design related.
Badly designed websites give rise to negative feelings.
#6
46% of B2B buyers will leave a site if it is not immediately obvious what a company does.
This is a reality check - a website's messaging has to be clear and logical.
#7
38% of people will stop engaging with a website if the content or layout are unattractive.
In short: design matters .... a lot.
97% of people go online to find & research local businesses
More data more truths
If you're on the web this is information that is good to know
#1
It equalises the playing field
You have a chance of competing with the big boys and girls in your industry if you have well put together website.
#2
30% of consumers won’t engage with a business without a website
That is 30% fewer customers no ifs and buts.
#3
Facebook Twitter & Instagram are not sufficient anymore
The time people spend on social media is going down not up. In 2018 people spent 50 million fewer hours on Facebook than they did in 2017.
#4
75% of B2B buyers say the quality of digital website content significantly impacts their buying decision
This is a huge number and is ignored at your peril. Buyers are past halfway in making their decision if they contact you from your site.
#5
We are spending over 26 hours a week online and 5 hours a day engaged with our phones on average.
People expect to be able to engage with your company online these days.
Typical Objections
My business is too small
A website is too expensive
#1
" My best friends daughter can build me a website"
While that may be true unless they have a lot of uncommon talent your likely to get a site that's short on professional polish. Every tiny flaw damages your perceived professionalism, brand and credibility and the stats show you're competing with at least three other options the customer has already listed.
#2
"My business is too small"
A website is a basic business asset that does not need to break the bank. It is cheaper than premises, rent, vehicles or stock. Without being on the web you're increasingly less viable as a credible business.
#3
"I already have enough business & I don't need a website"
A good web presence need not be just about getting more business. It is a means of making contact, checking opening times, offering automation, etc. It reinforces the loyalty of customers and your perceived commitment to their care.
