Websites, Judgments, and Client Experiences Are All Connected… Here’s How You Can Use This to Your Advantage
When you land on a website, you are forming judgments whether you know it or not.
Judgments about branding, the cost of the service/product, and the business in general.
I have two recent interactions to share to help illustrate the judgment that I have, which you likely have as well.
Example 1: low-quality products
I got a product ad on Facebook, so I clicked on the link. The website had lots of bright colors, sale signs, and stock images. I instantly thought "this is a drop-shipping company overcharging for cheap products", and I left.
My judgment: this website looks cheap so the products are likely cheap and low-quality
Example 2: high-quality services
My fiance and I are planning our wedding so naturally, when anything wedding related comes across my Instagram, I get curious. I was scrolling Instagram and found a wedding photographer. I liked her style, so I went to her website. The site was slick, clean, and efficient. It was clearly not a DIY site. I found it easy to find more information and I submitted an inquiry form.
My judgment: because a website is the beginning of the client experience, her client experience must be the bomb and her services must be really incredible.
Just like you and me, your potential clients are making snap judgments about your business based on your website. If your site is glitchy and broken, people connect that experience with what it’s like to work with you. If your website is sleek, provides information, and is enjoyable to navigate, then that’s what people will expect.
The bad news is that your website might be hurting you, but the good news is that if your website works and looks good, it helps you. A website is often the first impression that someone has of your business. A positive first impression can make the difference between a sale and no sale.
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