Imagine this: A potential client vital to the financial future of your business has agreed to meet with you face-to-face. With so much riding on this one meeting, you can’t afford to make any mistakes. Your company spends weeks in preparation just to convince this one business that you are the right fit.
Fast-forward to the day of the meeting. Everyone from your company is dressed in their Sunday best, anxiously awaiting the client’s arrival. You greet the client at the door with a smile and a handshake, and the client returns the greeting—only to be quickly followed by a look of surprise when they see the condition of your office: Papers scattered, files haphazardly placed across every desk, trash bins filled to the brim; and to top it all off, the meeting room is a small foldable table placed in the corner of the office with hard-shell plastic chairs for seating.
Within the first ten seconds of being in your office, the client has already begun to lose much-needed trust in your company and in the goods and services you provide. Weeks of hard work and preparation to gain the client’s trust and respect are eliminated instantly due to the poor first impression.
Why is this important? Because there is absolutely no difference when it comes to building and maintaining your business’s online presence.
When a potential customer visits your website, you have only seconds to tell a compelling story, according to the Neilson Norman Group. If your website doesn’t accomplish that, you might as well not have an online presence at all. A bad website isn’t better than no website when it comes to online commerce.
Having a website that accomplishes your goals and makes a potent first impression doesn’t happen by mistake. On the contrary, it takes thought, and creativity, and many, many meetings to create a platform that delivers vital information in a way that is entertaining enough to keep people engaged and designed well enough to make it easy to digest.
The Acquity Group found that in a 2014 State of B2B Procurement study, 94 percent of buyers research sellers online before pulling the trigger. With such a high percentage of buyers studying, researching, and comparing companies prior to making purchases in a medium that is only getting more pervasive as time goes on, it’s clear that a well-designed, well thought-out, and highly navigable website is the difference between online success and an all-out failure.
Our media support staff is standing by to help you get a handle on your web marketing, vision, and presence. Visit our media support page to view samples of our work, learn more about our services, and to contact a member of the support staff today.