What’s a good first impression worth?

When it comes to B2B marketing, probably more than any of us are comfortable admitting.

Let’s start by talking about websites.

The harsh reality is that if your website isn’t earning your ideal prospects’ trust the moment they land on your homepage, you’ll lose them before you ever get the chance to deepen the relationship.

The challenge? Earning trust isn’t quite as simple as we’d hope.

Many B2B websites tend to have hard to spot design, messaging, and technical gaps that can leave a poor first impression. And first impressions are an essential foundation for building trust.

So why are these gaps so hard to see?

Because the design, messaging, and technical elements of a website require equal attention, each treated like critical pieces of the trust puzzle that add up to more than the sum of their parts.

But too many website projects prioritize one of these elements, with considerably less effort put into the other two.

The result is a site that:

• Looks great, but has generic messaging and insufficient SEO and AIO (AI Optimization)
• Has targeted, clear messaging, but has a clunky layout and sloppy page structure that creates friction
• Has all the technical bells and whistles, but isn’t very pleasant to look at and even harder to read

To spot these gaps, you need to give equal attention to all three elements that make up an effective website. If you want to earn trust with more of your ideal prospects, the design, messaging, and technical pieces all need to reflect the high standard of quality that your company stands for. 

The more you’re able to look at your site as a holistic system, the easier it will be to design it in a way that quickly earns trust and moves buyers to take the next step.

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Want to stand out as the obvious choice?

Let’s explore ways to fine-tune your company’s messaging and uncover the gaps that may be stopping you from attracting more of your ideal prospects.