“You never get a second chance to make a first impression.”
I remember that line from a commercial when I was a kid. I seem to remember that the product being advertised was for either a deodorant, chewing gum, or maybe shampoo. I’m not sure, but the statement holds true in more ways than just impressing a new love interest.
Visitors to your website are looking to be “wowed” when they show up for the first time. They want to see something that they’ve never seen before, heard before, or read before. And I’m not just talking about having a great website design, either. As a matter of fact, your website design can sometimes be the least important part of making that first impression on your visitor.
People that are visiting your small business website are more than likely looking for one thing, information. They want to know where your business is located, know what your hours are, and they want to know something about your business. More specifically, they looking for you to give them some information so that they can make that one, all-important decision:
Am I going to spend any of my hard-earned money with this business?
And that’s really your job as a business owner, it’s convincing people each and every day that you offer a product or service that provides enough value that they can feel comfortable handing over their money to you.
Sounds like and easy task, but as we are all well aware, it’s not. Not even close.
When people visit your small business website, they’re going to make a decision within the first few seconds after they arrive. You can take a few steps to ensure that people will take that all important “second look” at your website before they move on.
- Draw people in with your titles. The headlines and article titles that are on your website are some of the first things people see. Use these to draw people in and start reading the information that is on your website. Don’t use just a plain jane title, inject some curiousity or even a bit of sensationalism into your titles. Ask a question. Start a list. Leave people hanging with a tease. There’s a reason why Ryan Seacrest waits until “after the break” to announce who is safe on American Idol. Not because they want you to watch the show, but because they want you to watch the commercials.
- Create a welcoming environment. Don’t automatically start throwing offers down your visitors throat. People have come to your site looking for one thing, information. Give it to them. Establish yourself as an expert in your field. They’ll be much more likely to buy from you if you’re willing to give up a little info first.
- Don’t be afraid to use media. And that doesn’t mean that you have to have a video on your website. Any type of media can help draw a visitor in. Photos, audio, video, nice graphics are all components of having a great small business website. We are a visual society for the most part, so give people what they want.
You’ve only got a few seconds to grab people’s attention when they come to your small business website. Do everything you can to grab it, or your competition will.
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