“A first impression is everything.” You’ve heard this before and I think it is true — and whether it’s an interview or a meeting with a prospective client, your business succeeds when your first impression is favorable. Your business website is often the first impression prospects have, so it’s important to ask: is my website doing its job?
Your website is the 24-7 online marketing representative for your business that communicates your mission, core values and the quality of work you deliver. That being said, people are willing to trust what they SEE as much as what they hear about you, so it’s important to make sure your website represents your brand favorably. Visual elements, typography, page layout, colors, navigation, photography, and how your logo appears are all key in creating a positive, memorable impression on your website visitors.
Now, take a few minutes to review your own website — as if you were seeing it for the first time. What is your first impression summarized into just a few words? Write these words down. If there are words missing from this list that you feel your website should be expressing instead, write these down, too. How can you move the design of your site to better represent your brand?
Is your website an asset, or has it become more of a liability for your business over the years? Ask yourself another question. Would I want to do business with this company after seeing this site? Do I trust this company to complete my project and deliver the product they are promising to deliver based on viewing this site? How does my site look on a phone? On a tablet? Is it even readable? These are questions every would-be client may ask as they view your business online.
If you are now thinking that your website is not up-to-snuff, here are a few tips:
1. Don’t change everything all at once. Pick 2 or 3 things that you dislike about your site to tackle first. Refine your logo. Make the type bigger, or make your site mobile-friendly. The web is constantly evolving and design trends come and go. With the pace of technology, don’t expect your website to be perfect (or at least not for more than a year or so).
2. Take a look at your website colors. If your site looks old and tired, consider updating and layering in fresh brand colors. Popular schemes today are blues, greens, oranges, yellows and grays. If your site is still navy or maroon, it might be time for a refresh. The key is to make sure all web elements are highly readable, no matter which colors you choose.
3. Focus on the navigation of your website. Is it easy for visitors to navigate through your site and find the information they need? If they can’t navigate through your story — one that leads to a strong call to action, they may not understand how to work with you. Consider revising your website content and reorganizing it to make your story clear and compelling.
4. Lastly, check out your competitors. View the sites of the companies you’d most like to emulate. How does your website measure up in terms of professional presentation? This exercise may fuel a bigger website upgrade that can propel your business to the next level.
I think we all can agree that first impressions do matter, so make sure your website is making a spectacular one. If you are looking for an expert opinion as you size up your site, feel free to give us a call!