Sep 06, 2013

First Impressions Matter Online.

No matter what anyone says your first impressions come from the way you look and present yourself. If someone walks up to me unkempt, I will instantly discredit that person before they say a word, specifically if they are in sales.

A website is no different.  An important point brought up by Jeff Haden in his recent INC article. “Establishing that credibility starts with your website. It doesn't have to be super-slick; clean and simple is fine. I will never decide to book simply because your website is design award worthy, but I will definitely decide not to book if your website is amateurish and relatively unpolished.”

First impressions are twice as important online. It is that much easier for a consumer to leave your site without hearing what you have to say, than it is to walk away from a person.  

Credibility starts with the look but needs to be backed with your knowledge. My first impression can change quickly. I don’t care how good you look if you don’t know what you are talking about.

The second and most important piece to this puzzle is Jeff Haden’s second point, which is you must be trusted.  Without a consumer’s trust you are no different than the guy next door. There are 10 other companies that look professional and know what they are talking about, but what makes you different?

I work hard for my money and my time is limited. So if I am going to give someone my money for something in return, I want to know that I am going to be taken care of.  Would you trust any well-educated businessman in a suite to watch $1,000 for you? Or a nicely dressed mother of three?  I know I wouldn’t, and you shouldn’t either.

Let your consumer spend some time with you (your site).  Give them relevant information that will help their decision. Also know your audience. I talk differently to my grandma than I do my friends. If a consumer can’t connect with you in someway, trust will be hard to come by.


[Contributed by: Brad Geiger, Associate Creative Director]

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