Kelly Borth: First impressions matter — Strengthen your brand with a credible, quality website Featured

9:25am EDT January 30, 2014
Kelly Borth, columnists Kelly Borth, columnists

As anyone in business or sales will tell you, first impressions are everything. Initial judgments are made within four seconds, and finalized within 30.

As business owners, we’re concerned with the image we’re sending our target markets, how employees represent our companies and how potential customers perceive our offices or stores. Studies have shown that first impressions are hard to shake — even if a person’s later experiences with a company contradict it.

Have you thought of your website as a first impression of your business? It’s increasingly becoming the first interaction potential customers have with your business. In fact, 75 percent of Web users admit to making judgments about a company’s credibility based on website design alone.

There are many ways to improve your company’s website and deliver a credible first impression online:


Create visually appealing design

Design matters. The visual appeal of a website has a major influence on a company’s credibility and a person’s first impression. Ensure that the design is consistent with off-line branded materials. Use your brand’s color pallet and typography.

Be sure that the font is appealing and easy to read, and support your message with photos and images. Your website should have a recognizable, organized layout that remains consistent.

Utilize user-friendly navigation

A user needs to be able to easily understand where to find the specific information he or she is looking for. Your website’s navigation should be clear, visible and consistent throughout. You also should incorporate a visual cue that tells users what page they are on.

But, don’t offer too many choices in the navigation bar — this overwhelms users, who will quickly leave. Try to keep it under 10 choices.

Develop quality content

The information on your website should make both search engines and your target audience happy. You have about 20 to 30 seconds to capture users’ attention before they leave the page. Your content should be thorough, concise, current and organized efficiently. It also should be grammatically correct.

To drive more traffic through search engines, use your company’s keywords when they make sense and properly label all images. Remember that search engines typically can’t read text in images or dynamic programming like JavaScript, so avoid placing critical information in those items.

Improve design functionality

About 40 percent of people will abandon a website that takes more than three seconds to load. A slow loading time is often because of oversized images. Reducing the file size and compressing the images can fix this.

You also should ensure the website experience is virtually the same on any browser. Today, it’s necessary to have a mobile website compatible on phones and tablets. Mobile searches increased 400 percent over last year, and mobile Web usage is expected to exceed desktop by the end of this year.

Responsive design will arrange your content so it displays nicely — no matter the size of the screen.

Your website establishes a strong and lasting first impression on potential customers. When you incorporate appealing aesthetics, user-friendly navigation, quality content and design functionality, you create a better first impression.

Having a well-designed and well-built website can grow your business. So, make a great first impression and enjoy increased traffic and potential customer leads.

 

Kelly Borth is CEO and chief strategy officer for GREENCREST, a 23-year-old brand development, strategic and interactive marketing and public relations firm that turns market players into market leaders. Borth has received numerous honors for her business and community leadership. She serves on several local advisory boards and is one of 30 certified brand strategists in the U.S. Reach her at (614) 885-7921, kborth@greencrest.com or on Twitter @brandpro. For more information, visit www.greencrest.com.

LinkedIn: http://bit.ly/SBN_KellyBorth
Facebook: https://www.facebook.com/GREENCRESTMarketing
Twitter (company): @GreenCrest
LinkedIn (company): http://www.linkedin.com/company/68562?trk=pro_other_cmpy
Blog: http://www.brandproblog.com/