Nailing Your Website’s First Impression in 6 Simple Steps
September 25, 2018
Partner + Technical Director
3 min read
Two tenths of a second is all it takes to make a first impression. Ever notice that your local grocery keeps a display of flowers near the entrance? It’s not by accident. Groceries do this to provide a pleasant experience right-off-the-bat. For them, they know that a customer’s first impression can make or break their entire interpretation of the store. Your accounting firm’s website should be no different when it comes to nailing a first impression and qualifying more leads.
Luckily for groceries, visitors usually commit to shopping when they decide to walk in. When you’re operating a business online, or maintaining your company’s website, it’s not so easy. First impressions can make or break a partnership, build or destroy trust, and ultimately determine whether your next big potential client is going to stay, or quickly and quietly walk away.
Two tenths of a second is all it takes to make a first impression.
Two tenths of a second. Let that sink in. That may be all the time you have to make the right first impression online. If your website is confusing, outdated, or just not up to snuff, you may be missing your chance to keep your visitors. Even more, if your website isn’t automatically attractive and professional, you may be deterring potential clients from sticking around.
We’re all busy, and making updates to our websites isn’t always front of mind, but what if a few simple changes could improve the first impression you give to your prospects and clients and generate new leads? We took some time to put together 6 steps, some simple and some more involved, to update your website, your first impressions.
- Update your Images
Images can provide a fantastic look into your business, and make you more personable. It’s like opening a window to your firm’s office for everyone online to see – your people, expertise, and what it’s like to work with you. This builds trust instantly. Alternatively, if you’re using stock photos across your website, you may be giving the wrong impression. We’re at a point where online users can spot the difference between an authentic photo, and a fake one staged in a studio – it’s like white noise. Take some time to snap a few shots of your office-space, your team, and update headshots so that visitors can feel an instant connection with your business.
- Update Content
It’s a tale as old as time (or, the internet): content can swiftly become outdated. Just as your business might change over time, so should your content. It should also be clear, concise, and welcoming. If you haven’t audited your content in a while, it’s a good time to consider how an outsider might respond to it, and update it for a bigger, lasting impact.
- Update Color Schemes
Sometimes, small visual updates can make a noticeable splash to those who are used to seeing your brand, and provide a great first impression to those seeing it for the first time. Integrating new colors that are complementary to your brand colors can be an easy way to freshen your appearance and carry your website towards a lasting first impression, without touching your logo.
- Refresh the Homepage
Your homepage is typically the very first thing visitors see on your website. For that reason, it’s the most important to get right. It should be the foundation for the rest of your website, and should culminate all of the prior steps. Images, colors, content – all are important pieces for the perfect homepage first impression. If your website is in need of a facelift, refreshing your homepage is a great first step.
- A New Website
When budget and time allows, a new website might be the best thing for your online presence. Website technology is rapidly improving and advancing, and marketing trends are changing with each passing year. As new features change, its critical to stay ahead of the curve to maintain an optimized digital presence. Most firms update their website every 2-3 years. If it’s been awhile, it’s probably also time to revamp the entire website to provide a modern and up to date first impression for all users.
- Brand Refresh
If you’re working with an outdated brand that isn’t accurate of who your firm is anymore, it may be time to partner up with a marketing/branding agency to revamp. A logo can last a century, but it goes through many iterations to keep up with the times. Updating logos and brand messaging can change the way you present your company to your industry and, more importantly, prospects.
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