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10 seconds is all it takes

How to stop users leaping from your site.

According to Business Insider, in real life, you only get 7 seconds to make it a good one.

What’s perhaps more interesting is that a number of the elements needed to make a good impression in real life, translate to the web too. For instance;

  • Turning up on time = Page load speeds
  • Introducing yourself = Clear branding
  • Speaking clearly = Content that is easy to read
  • Looking smart = Professional design

But how long do you get to strike a bit of rapport online? Lots of numbers have been bandied about, with one report claiming it takes just one-twentieth of a second to pass judgement. But this research by Nielsen Norman Group suggests users often leave after ten seconds, so let’s work with that.

As for turning up promptly, Last year Google told us that the average mobile landing page loads in a mind-numbing 22 seconds. ‘So Solid Crew‘ would not be happy.

But it appears they wouldn’t be the only ones. Rather worryingly, Google also discovered 53% of people will leave a mobile page if it takes longer than 3 seconds to load.

You’ll never get a second chance to make a first impression.

In Summary

Your website has 3 seconds to load, a split second to make a good impression and then around ten seconds to convince them it’s worth hanging around or doing business with you.

So here are ten things your website can do to help…

10 Good Impression Website Tips

1. Fast load speeds

Slow loading websites annoy real people and SEO bots alike. Keep it under 3 seconds, bro. We can show you how.

2. Clear branding

Just like in real life, it’s reassuring to know where you are and who you’re dealing with.

3. Be visual

Plenty of images and video help make the page more attractive, enticing and engaging.

4. Include images of people

People respond well to pictures of other happy people, don’t overdo the stock library stereotype though.

5. Prominent contact details

Often the number 1 reason people visit websites, but also a reassuring accountability factor. Who ya gonna call?

6. Professional design

Look the part and reap the rewards. “If you think it’s expensive to hire a professional to do the job, wait until you hire an amateur.”

7. Smart colour and font choices

Apart from in very exceptional circumstances, wacky colours and a bunch of fancy fonts are not the way to win

8. Appropriate tone of voice

Instantly connect to your audience by using language and storytelling that is relevant and appealing.

9. Content that is easy to read

People read differently online. Use simple language. Write in short sentences. Read more about writing for the web.

10. Use https

Get an SSL certificate, and secure your site data. Avoid the ‘Not Secure’ warnings in Google Chrome that can panic visitors.

For more on building trust and credibility, read our building trust cheatsheet.


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