When I first meet my clients, most of them have a website or visual brand that, for one reason or another, doesn’t reflect who they are anymore. Maybe they just underwent a major pivot, or maybe their site was created several years ago—the information is outdated, and it just looks old. The thought of starting from scratch is overwhelming, and sometimes that’s exactly what has held them back from reaching out sooner. Their business has grown, matured and changed so much, it’s much more than the vision they started with. And there are so many possibilities for what today’s websites can do. Where to even begin?
If your head is spinning and you’re unsure of what you want in your new website, I have some good news for you: you’re overthinking it. How is that good news? Well, it’s simple! Your designer can worry about all the technical stuff. At its core, visual design is all about emotion. All you need to know is how you want your site visitors to feel the very first moment they “meet” your brand. If your goal is to grow your business, one of your website’s major functions will be to make a good first impression. And this works exactly the way it does in real life!
Getting Into Your Feels
Making a “good” impression means something a little different in every situation. At a job interview, you’d want the other person to see that you’re talented and dependable. You’d want them to feel a sense of trust. On a first date, you would want to make a slightly different impression—it may be more important in this instance to come across as confident and fun. You might want your date to feel butterflies in their stomach.
So if you were to sit down at a table with a potential client, how would you want them to feel? One of the first steps of my design process is to work with you on listing out your brand adjectives. Those describing words that flesh out the personality of your business and your core values. Are you experienced? Innovative? Exceptional? Creative? Unconventional? And when they say YES to your brand, how will those new clients feel? Is it a relief to work with you, or more like an adventure?
Dress (Your Website) For Success
It takes most people about 7 seconds to form their first impression of another person. But with websites, it’s a lot faster: we make these judgements in only 50 milliseconds (.05 seconds). Obviously, a fast load time will make a big difference right off the bat. But how else can you do things like build trust and credibility in just a fraction of a second?
Regardless of the content you include, your imagery needs to be of the highest quality. A minimal amount of text on your homepage—just enough to establish that magical feeling—is preferable. And the content that you do include should go a long way to drive that trust, such as testimonials and case studies. Even the simplest things about the way your website functions, for example, how easy it is to navigate, the security of your connection or if you have any broken links, say a lot about what you stand for.
I know, it’s been a long time since most of us have had any reason to get dressed up and meet someone new. While it can be a really nerve-racking moment, that’s not telling the complete story, is it? Deep down, it’s a thrill to get looking your best and put yourself out there.
So what do you say, are you ready for a digital makeover? Schedule a consultation with me today and let’s create your new look.