How much time does your lead give you to present yourself?
Malcolm Gladwell speaks in his book (Blink: The power of thinking without thinking) about the 2 second rule in which people form their first impression. But Stanford University’s research points out that a website is judged within 50 milliseconds! That’s 0.05 seconds! It’s a snap of the fingers. It’s the blink of an eye. This is all the time a lead gives you when it visits your website.
These are important figures for Business to Business. Stanford University also states that 85% of B2B clients do their research beforehand on internet. That means that your own website has become the most important seller of your company. What can this seller do for you in 50 milliseconds? And even more importantly, what is he going to say?
What can you do in 50 milliseconds to entice your lead?
You can do more than you think in 50 milliseconds.
- You can distinguish yourself from your competition;
- You can add value to your product or service;
- And you can create a click between you and your potential client.
How? It’s obvious that super strategic lead generation can help but ‘Branding’ can also be a big asset.
By making a brand with your company, product and personality that lets the customer experience your identity and creating an image that you’re proud of. Branding is more than just a logo and a lovely website.
So what does your lead look at in those few seconds?
My motivation to carry on writing spirals while researching for this article. The figures bring me down.
The conclusion after reading tens of Eye tracking analyses is that visitors don’t read an iota!. Nevertheless you don’t need to search hard for a website with a lot of text. You can use hundreds of powerful and convincing words to describe your your company but the fact of the matter is, people simply scan your text like the word F.
So what does a lead look at in order to judge your company? People are looking for something that attracts their attention or something that coincides with their reason for visiting. Research shows that 94% of the website visitors get their first impression depending on the look and feel. Which means that the first impression depends on structure, lettertype, colour, amount of text and other design related details. After this 0.05 seconds the visitor looks at the menu, the logo, the images and the social media icons.
Question is, which impression do you want to make? This is exactly why your proposition should be translated into your brand. Because a brand will give you exactly the right look and feel and will express your identity in 0.05 seconds.
What can you do to make a good first impression?
While the graphic elements are essential for creating that oh so important first impression, it’s the last step of the Branding you should start with. The heart of the organisation is what makes the brand. But beware! Too often I hear and see an organisation go on about itself. Too often it’s ‘I’ and ‘We’. The heart of your organisation is not so much who and what you are. The heart of your organisation is about the deepest longings and frustrations of your client. Do you know your client inside out? If so, then you know what your promise to him should be and THE reason for opening your company doors every day. This is why I’ve emphasised the sentence ‘coincides with their reason for visiting’. A client is attracted to someone that understands him. If you master this step, you’ll probably know the client better than he knows himself. You know exactly what’s necessary to appease his longings and frustrations. These are the ingredients for a powerful proposition.
Using this perspective, you can build your brand layer by layer.You know your reason for exisiting as a company. And you know what you promise your client. Connect this to a powerful story and make sure that everyone in your organisation has the same convictions. You’re now ready to find yourself the right suit: ‘Dress to impress’. Your look and feel will be totally clear for your favourite customer because you’ve built your brand from the inside out.
And because 85% of the potential clients have come into contact with you through your website, you make sure your seller is there 24/7, emanating your brand with pride and seducing him to stay longer and discover more about himself and why you are the one he is looking for.
And what have you now achieved?
- Your competition is no longer important;
- Your brand has become invaluable
- And you have built up a powerful relationship with your potential client within 0.05 seconds because he recognises himself in what he sees.
(Two small but extremely important facts: First impressions can linger in the brain for 5 years. And if the immediate association a client has with you is positive, due to your website, it will make any possible future setbacks in your collaboration easier to deal with. If anything should go wrong in the rest of the ‘selling process’, the client will be more willing to forgive you. Needless to say, this works the other way around as well. A client will lose patience and be less satisfied in the ensuing process if the first impression is negative.)