the first touch
For many people, the first touch they’ll
have with your company is a visit to your web site. They’ll
have seen your phone book listing, business card or other marketing
media (all of which are smartly including your url), have a need
for your products or services and want to check you out. What
they won’t want to do is make a blind call into your company,
so they’ll visit your web site first. Your web site provides
valuable 24/7 access to your company, crucial information for
a potential customer, and most importantly for the prospect, total
anonymity. The visitor can find, or not find, all they need to
decide whether or not to contact your company and how to do it.
This first touch is the first impression that will heavily influence
potential customers.
So how is your first touch? When a customer
visits your site, how are they greeted? Does the design reflect
the nature of your company and industry? Is it clean and professional?
A no frills design is fine if you’re a low price leader,
but won’t reflect well on a high-end financial consultant.
If your site looks amateurish, then so will your company. What
about the information architecture? Is the information that a
prospect or customer would want on your site? Is it clear and
easy to navigate? If the visitor gets lost in your site and can’t
find the right information then your company will look incompetent
and you’ll likely lose your prospect or customer. Being
able to find the information quickly and easily will make your
company look competent and efficient and get your prospect to
pick up the phone.
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insight