Is Your Company's Website Hurting Your Business?
First impressions can be stressful. Is your company's website making the right one? Discover signs that your website might be hurting your business.
First impressions can be stressful, we’ve all been there. Are you dressed to impress? Are you articulating your thoughts in a clear and concise manner? Are you exuding confident body language? Perhaps a less common thought – is your website accurately depicting the image and content you’d like it to?
When someone is interested in your business, they’ll do their research, some more thoroughly than others, but almost all will visit your website. A user’s first impression of your website will do one of two things; either strengthen your brand, or strengthen your competitors’. Below are 4 key components to ensure your website makes the perfect first impression.
Your site is often times the first interaction people have with your business, don’t let it be the last!
AESTHETICS (YOUR OUTFIT)
Colors, themes, layouts – the basics. The color scheme in the screenshot below is NOT something we would recommend. The red font on a black background is difficult to read and can easily deter a user from returning to your site in the future. The numbers tell a similar story, a single bad experience makes users 88% less likely to visit the website again. Lastly, the aesthetics of your site should be aligned with industry standards. Meaning, a law firm’s website should not include animated images as it would contradict the seriousness of their services.
SPEED OF WEBSITE (PUNCTUALITY)
A primary goal of SEO is to achieve the highest possible Search Engine Results Pages (SERP) rank. While the end goal is important, the strategies used to achieve a strong SERP rank is what optimizes your site’s performance. Your SERP rank is determined by Google algorithms, and these algorithms assess your site’s efficiency; website speed will be the focus for today. A loading time of 3 plus seconds will likely result in a user going back to Google to continue their search elsewhere. While it is true that one needs to dress to impress, if you’re late to the party you might never get the chance.
FUNCTIONALITY (YOUR INTEGRITY)
Your website needs to establish trust. Have you ever been on a website and clicked the Facebook icon only to be redirected to the top of the page? What about clicking on a “Learn More” tab and being directed to a page that reads, “lorem ipsum…” – the classic WordPress default language? These things happen more than you’d think! A functional website combined with customer reviews, testimonials and clients’ logos are all ways to establish immediate trust.
CROSS-DEVICE FRIENDLINESS (BODY LANGUAGE)
Is your site compatible with a wide range of devices (i.e. desktop, laptop, tablet and phone)? If so, your site will command respect by maintaining a confident and consistent posture.
With there being no shortage of new devices entering the market, the importance to be cross-device friendly can not be overstated; it will ensure that users have a consistent and enjoyable browsing experience.
Bonus Tip: Download Similar Web and check your site’s bounce rate (percentage of users that leave your site after only visiting one page). Any of the four reasons above can negatively impact your bounce rate; the good news – it’s all fixable.
Final Thoughts: There’s a reason first impressions are stressful – people make judgments and they do so within seconds (about 50 milliseconds). A properly developed website will add instant credibility and ultimately, strengthen your brand. Your site is often times the first interaction people have with your business, don’t let it be the last!
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