Online Success Map

I recently met a woman who was launching a new high end product for women and was looking for assistance in getting the word out about her new product.  Her business was new and her product wasn’t out yet but she wanted to build a list of prospects, people likely to buy her product when it did come on the market.  So I went to check out her website and I was immediately turned off.  It looked amateurish, like a neighbor’s son who dabbles in websites created it.  The layout, structure and information just did not reflect the kind of image you would expect for a business selling a high-end product.  My first thought was if she was not willing to invest money into a professional looking website then what else was she skimping on in her business; especially since she would be selling a high end product.  I made a judgment about her, which may or may not be true, but all I had to go by was my first impression of her website.

Here are some suggestions to consider for making first impressions count on your website:

Have a current and professional look to your website

Websites where the whole site is aligned to the left of the screen and you’re left with a huge white space on the right side of the screen where the website ends screams “I’m outdated”.  It reminds me of the big puffy hair dos that women use to wearing in the eighties.  It was great for that time but you sure would look outdated if you were to wear that style today.   Keep the look of your website contemporary.

Check out the competition’s website

Look at your competitors’ websites and see if you notice a pattern.  Depending on your industry, prospects may be used to seeing a certain look and layout of content.  Now go back to your website and see how yours compare.  The look of your website should not be an exact replica of those sites but you can pick and choose the pieces that you like and incorporate it into the look of your website. If your website is not up to par then make it a priority to fix it! First time web visitors are judging your entire business based on that first impression

Know your audience

When choosing the look for your website you’ve got to know your audience.  Although you may have a product that anyone can use it helps when you have a specific target in mind then can design your site with your target audience in mind.  Understanding who your target market is will play a big role in the look and feel of your website.  You want your website to resonate with your audience. For example if you are targeting the stay-at-home moms you would not have a sports theme website.  Now that may be an extreme example but be sure to keep your audience in mind when designing the look of your website.

All templates are not created equal

You don't need an expensive, custom designed website in order to make a good first impression.  Websites based on templates are an inexpensive and quick way to setup a website however not all templates are created equal.  When choosing a template for your website, be sure it has a current look and a flexible layout.  Content management systems such as Joomla and WordPress offer contemporary and flexible templates that can meet your website’s needs.  Be sure your template has an updated look that reflects your business, your offerings and has some flexibility for customization so your branding can shine through.

Your website is an extension of you and your business.  It’s a representation of you when you’re not available.  It’s the place where prospects go when they’re checking you out and a place business associates who think highly of you send their referrals.  While content is king, looks are important too.  So make sure your website is a good representation of you because looks may not be everything but they do count for something.

Janice Gentles-Jones is an Online Success consultant and trainer that helps business owners leverage technology for online and offline success.