Sell more: First Impressions Count

You don’t get a second chance to make a first impression

Before a visitor even READS (to comprehend) the text on your website, they form an impression of whether they’re in the right place or not. You have to convince them they are. We’re talking less than 3 seconds here. Convincing them relies on two things, really.

First, your site must be easy to use. I’ll unpack the importance of good layout and design standards (that’s basically finding certain things where you expect to find them) in later posts. But you need to create the impression of ease-of-use in what we call the ‘fold’ of the website. That’s the bit of your website visible before your visitor scrolls down. It should be uncluttered, contain your menu structure and a headline that clearly says, ‘Hey, you’re in the right place!’.

The second thing is making sure your site has a modern look and feel. Ideally, you should review your website’s appearance every couple of years or so to make sure it doesn’t look like it was designed on the set of ‘Friends’ (remember Friends?!). Font use and colour palette (those aren’t JUST for decorating your living room) are important here – but if you are going to use pictures, these should be fresh and positively sparkly.

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