Is your website giving users the wrong impression of your business?
If your website doesn’t convey what you do in the first 5 – 7 seconds you seriously risk losing that user as a client, so make sure your website properly ensures users know what you do right away!
First impressions (as we’ve covered) are extremely important. Now, what do you do for your users once you’ve secured them past the 5 – 7 second mark?
In this video, I share some insights as to the problem that may lie with your website and the impression it’s giving your visitors. And it has nothing to do with how pretty it looks or how masterfully the copy is written. But I do see it happen more often than not…
Recently a client of ours made a move into a new industry and her conversions slowed to a standstill.
After a full website review, including a 1-hour meeting to review the assessment, she then understood what was wrong.
When doing a full website review, we approach it as though we’re a brand new user who has never heard of their business before.
Then during the meeting that follows, we discuss who their ideal client is so we can see if their brand positioning aligns with their goals.
Post review call, we then review the website again. When we did this for our client we saw an obvious issue. Users needed to see a whole host of criteria that were absent from her website.
The main issue was within her new niche. There were expectations that were not met by her old branding. The new users she wanted to convert looked for responsibility and a much more rigid personality than her current site was providing.
Her logo, colours, and more were far too geared towards conveying how fun she is. Her About page reinforced that same impression.
So because she had the wrong branding elements, we now fully understood how to solve the issue. As we continue to work with her, We will pull back on the playful nature of the site and start working towards portraying someone who is more analytical and detail-oriented.
We will do more than rebranding. Her new website will move the call-to-action above the fold and address the copy, fonts, colours, and everything else that was giving users an impression that didn’t align with the goals of users in her new niche.
Now this leads to some homework for you: take a fresh look at your own website as really ask yourself ‘does my website properly convey the right message to attract my ideal clients?‘.
If you’re not sure if it does, or you know it doesn’t, then please get in touch. We’ll do a full website analysis and review and you’ll be given a complete, professional assessment with recommendations on how you can upgrade your website and start converting users into clients.
To your business success,
Susan Friesen
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About the Author, Susan Friesen
Located in the lower mainland of B.C., Susan Friesen is a visionary brand strategist, entrepreneur, and founder of British Columbia’s premiere boutique web development and digital marketing agency, eVision Media.
With over 20 years of experience in the industry, she is an expert in helping businesses establish their online presence and create a strong brand identity.
Her passion for empowering entrepreneurs and small business owners to succeed in the digital world has earned her a reputation as a leading authority in the branding and marketing industry.
Visit www.BrandIdentitySteps.com and download your FREE guide: "Unlocking Customer Trust and Business Growth: Your 7-Step Guide to Defining a Compelling Brand Identity that Appeals to Your Perfect Clients".
