The normal consumer has a limited attention span. This is not intended as a slight towards consumers but as a warning and advice to companies that want to sell services or products both online and in the brick-and-mortar real world. It is meant to make companies upgrade their
Unless you have a monopoly on your product, like the government does, clients will have a choice. If you can’t grab their attention and make yourself memorable immediately, you are giving the consumer tacit permission to look at your competition. That is why government websites and buildings don’t have to be memorable; they force their customers to come to them. In the free market, you can’t do that. You have to make yourself stand out and make your customers want to come back.
What you see is what you get
Customers, whether intentionally or subconsciously, look at websites as ‘what you see is what you get’ propositions. A quality website with sharp, clear graphics, a modern interface, and a memorable logo will make them feel like they are dealing with professionals. A company that maintains their website will attract more customers than one that neglects or infrequently updates their site.
In other words, customers prefer professionalism. Although that may seem a ‘no brainer’ many companies still look at their web presence as an afterthought or addition to their main advertising efforts and allow it to fall into disrepair or, worse, into obsolescence.
Judging a book by its cover
All of this means that companies have to maintain a web presence that is appealing and shows off their brand. If the first minute of a sales pitch is the most important, the first seconds of a website visit will determine the likelihood of a sale.
What this means is that companies that do any business over the internet have to give their web presence as much attention as any other aspect of their business. If you wouldn’t do business out of an office that looks like no one has used it in the last decade, why would you force customers to use outdated websites?
Branding your solution
Branding is a big deal for corporations. Everyone would like an iconic brand name and logo. Think of Coca-Cola, Volkswagen, Apple or Nike for examples. For companies, developing a brand that is instantly recognizable is the ultimate advertising achievement. Brand development, although not a new process, has taken on a modern spin as companies try to achieve recognition within the first seconds of potential customers visit their website.
Logos, icons, fonts, and layouts have taken on a new emphasis as companies update their web presence and try to grab that all important first impression. Companies like Logo Design Sydney are there to help companies update and modernize their web presence to catch and keep clients who are trying to stay relevant in the internet age.
New or old, big or small, everyone has to keep up
If Ford Motor Company were to reintroduce the Model “T” or the Ford Edsel tomorrow, they would quickly find their sales drying up as the automotive manufacturing community divided their former customers among themselves. It would be a disaster of magnificent proportions. Not only because the vehicles would be antiquated, but because they would have to be completely done to abide by safety and government regulations.
That isn’t to say that they wouldn’t have some sales, but the vast majority of consumers would move on to something more modern and familiar. All business is the same. No matter what you manufacture or what service you provide, you want your image to reflect modernity. Even companies that make nostalgia a selling point, use modern methods to drive sales of their product.
Creating a unique website with modern conveniences is not difficult for professionals. For amateurs and dabblers, it can not only be a visual mess, it can cripple sales. Branding your product, maintaining your web presence is becoming a specialized field where staying on the edge means constantly learning new techniques and updating their customer’s websites and the ever-elusive expanded web presence.
Instead of being the next Edsel, it would be better to be the next Nike.