Internet Psychologist and regular contributor, Graham Jones, is back today with a look at how you can make a valuable first impression.
"First impressions are lasting impression, so the song goes. But is that true? Actually, first impressions are often forgotten, especially if we don't like someone or visit a website we just cannot stand.
Research shows that we tend to click away from websites we take an instant dislike to. And, be honest, can you remember those websites which you rejected within a second or two? The chances are they are gone, forgotten, never to be recalled. Your first impression didn't last – it came and went, along with the website.
It's the same when we meet someone face-to-face for the first time. We are making all sorts of conscious and sub-conscious analyses to judge the individual and see whether or not we like them. If we don't see what we are looking for, we virtually ignore anything they may say and we tend to disconnect from them, hoping we'll never have to see them again.
The only first impressions that really last are the good ones.
The people we like instantly or the websites that we immediately think are brilliant are the impressions that last. So, the trick is making sure your first impression is so good that people take an instant liking to you personally, or to your website.
When a potential new client comes into your office they will have made up their minds whether or not to do business with you before the first minute is up. Your company may have a fantastic local reputation and the people in front of you could well have been given a recommendation. But they still want to know are you the right person they can trust.
It's the same online. Even if someone has recommended your website, or emailed someone a link, that individual still wants to check your site and see if your company is the kind of organisation they can work with.
If those initial seconds in front of you, or looking at your website, don't tick the right boxes, the potential client is looking for the exit signs as fast as they can. And that negative first impression is mostly forgotten as they wend their way down the High Street, or along the Information Superhighway, searching for someone who will make a better impression on them.
So, what can you do to make sure that your first impression lasts, because it is positive?
The first step – and most important step – is to view things from the perspective of the individual approaching you. What exactly are they looking for and are you truly matching their needs? Online this is a particular problem. People looking to buy a flat, for instance, will be immediately put off with a website that has pictures of expensive-looking country houses. Equally, someone looking for a country pile won't be impressed by website pictures of blocks of new flats.
People click away from websites within less than a second if they don't see what they are looking for. Your website's first impression could be turning business away if the landing page people see is not focused specifically on their needs and requirements.
In the office, face-to-face, it's also important to see things from the perspective of the client. Look at them as they come in and see where they are looking; that will give you a clue as to their interest. Build rapport at the outset, of course, but make sure you ask questions and listen carefully to the answers to spot where you can fit in with their requirements.
One of the most neglected office skills is listening, but used well it can transform your business.
Ultimately, your best first impression is made when you show how much you are caring for the needs of the person you are meeting.
But seeing things from the perspective of your client is only part of the answer. Online, people check you out for three key things within less than a second:
- Firstly, they want to know whether or not your site is easy to navigate.
- Then they want to see if your headline has the keyword they are looking for. Hence if they want to buy a “Bungalow in Bognor” those are the words they expect to see – not “Welcome to our website”.
- Finally, they check to see if you are likely to be trustworthy. This is done with a cursory look to the bottom of the page to see if you have a real, physical world address and landline telephone number listed. You need them on every page of your website.
In the office, people make similar checks. They look to see if you have a section dedicated to their property requirements, or if selling, a specialist in their kind of sale. They also look at your literature to see how professional it is.
So, whether it's online or offline, your first impressions will not count unless they are good ones. Do what you can to help make sure the impact is positive."
Graham Jones
Tel: 0118 336 9710
http://www.grahamjones.co.uk/
http://twitter.com/grahamjones
http://facebook.com/internetpsychologist
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