First impressions count

When a new visitor reaches your web site what will be the first impressions they receive? There are just seconds to convince them that your web site is relevant to their search and that your company  could be a potential supplier, before they bounce out to review your competitors' sites. A professionally designed site is indicative of a professional company. Even the untrained eye can quickly distinguish between professional design and an amateur effort which subliminally conveys the impression that the company has cut corners and what does that say about your products? The other important  test is to convince the new site visitor that you can provide the product or service that he is looking for. Text that quickly gets to the point in describing your nature of business will be picked up by the search engine and will influence the decision to even go to your site at all. But having created a good first impression and established relevance and credibility, what will persuade your visitor to not only explore further, but to make an enquiry or place an order? 

We have identified five important areas of content:-

1. Explain clearly the products and services you offer and provide specifications and downloads where appropriate.
   
2. Provide reference to satisfied users through the use of third party endorsement and case studies that build confidence in your product.
   
3. Cite influencers - recognised opinion leaders in your field - who can provide expert testimony to your products and impart their credibility to your product.
4. Offer an 'impartial' guide to the market sector that establishes your expertise.
5. Provide calls to action that make it easy for visitors to contact you directly.

For many b-2-b companies products are not impulse purchases that are for immediate sale, but subject to specification processes, so it can be helpful to also provide information updates that both keep your prospects informed of new developments and keep your company name on their agenda for the time when they are ready to buy. News releases are a good way to do this and there are quite a number of options including eNews, RSS and blogs to name just three and at the heart of this strategy can be a Virtual News Office.