The Tribune

By Deidre Bastian

Is it true that everything in life warrants an impression? Does the way we talk, walk or socialise say something about our personality? How about our choice of friends, clothing and accessories, or even our cars? Does our sports SUV or red BMW tell people we are playful, spirited or crave adventure?

Let’s not forget a lady’s lipstick; what can that reveal? Is she a risk taker, attention seeker, reserved or creative? Who would ever think that lipstick and cars can reveal a personality type? Demonstrating an eye for detail signifies a level of absolute precision.

Did you know that people decide how they feel about you within the first three seconds of meeting you? In this short time, the other person forms an opinion about you based on your appearance, body language, demeanour and mannerisms. Surely a “good” first impression can be a powerful impetus for your career, just as a negative impression can be an impossible obstacle to overcome.

These first impressions can be nearly impossible to reverse, as they set the tone for what follows. But the good news is that you can usually create a good impression without total conformity or losing your individuality.

With the agreement that most things are normally analysed, let’s examine what impression your business unveils when a guest visits your website. Would your site tell them that you are serious, ridiculous, old fashioned, idealistic or realistic?

The first time a visitor browses your website, various elements build an impression that will determine whether they linger or move on. All websites talk and speak on a business’s behalf. And whether your business is a corporate or animated creation, determine if your website is presenting the right impression about you.

Design and Content matters

Even though, there is no perfect design solution, conveying credibility should always set the tone for your business. In some instances, technical knowledge may not be sufficient to get clients over the line. Consider this. When a visitor lands on your website, these questions automatically come to mind: Do they look like they mean business? Can they be trusted? Are they congruent with their brand?

Or have you ever observed how shoppers, upon entering a bricks and mortar store, quickly scan the five or six items scattered all around the rack? An assumption is immediately made. An impression may be: “This business is on its way out” or “this store is really popping”. People, believe me, presentation will determine whether visitors “come in” or just “peep in”. Either way, the cry for excellence triumphs, as shoppers are seeking fresh, quality presentation as opposed to a substandard one.

Language

By way of language, your website may be talking but merely saying nothing. The content should be conversational and formal, but appropriate to the target market you have identified.

Up-to-date

When was the last time you added an article? If you quote facts and figures, are they recent? Keeping your website current is very important, as it can imply that you do not care enough about your customers to update information. Or that you have thrown in the towel. Both scenarios can be quite injurious, so update, review and reassure visitors that your company is thriving.

Professionalism

People do not visit an attorney’s website in search of kids’ video games, nor a medical website to answer trivia questions about the weather. Nonetheless, while there are certain techniques that can make a website more engaging, strive to be relevant and maintain professionalism throughout the entire layout.

Most important, never be mistaken that potential customers are only searching for your big shot business. Competition is growing, technology is increasing and wisdom is building, so “upping” your game is critical if you intend to stay in the race.

There really isn’t any wisdom in creating a website if its purpose is not to attract customers. A non-functional website is of no aid to a business, and businesspersons ought to decide whether they are in it to make money or in for just amusement.

As a final point, raise yourself above the pack and know that online presence is one of the modern day’s networking tools. Never underestimate its power or its influence, and the impression it leaves. A website should be part of your business and part of your journey.

Brand your business and position yourself so that the world can see who you really are. If you have reservations, revisit your site and ask yourself: “Is my website projecting a good impression of me?” If you feel it isn’t, then the onus is on you to make a good impression by improving your marketing techniques and “upping” your game. Only the strong survive. So until we meet again, fill your life with good memories rather than regrets. Enjoy life and stay on top of your game.

• NB: Columnist welcomes feedback at deedee21bastian@gmail.com

ABOUT COLUMNIST: Ms Bastian is a professionally trained graphic designer/marketing voordinator with qualifications of M.Sc., B.Sc., A.Sc. She has trained at institutions such as: Miami Lakes Technical Centre, Success Training College, College of the Bahamas, Nova Southeastern University, Learning Tree International, Langevine International and Synergy Bahamas.