For Homepages, First Impressions Really Matter

Sometimes, you can’t judge a book by its cover. It’s an adage that, sadly, doesn’t apply to B2B homepages. If your homepage doesn’t quickly engage, visitors bounce and likely never come back. It’s like showing up for a first date in a ripped, dirty t-shirt, cargo shorts, white socks and sandals.

Homepages create first impressions. They set the tone and establish the roots of a relationship. They set the stage for next moves. A bad homepage cuts your business off at the knees. It’s causes mistrust, doubt, and hesitation.

So, why is that so many B2B homepages are uninspiring, generic, and bounce machines? Honestly, I don’t know. Maybe it’s naivety, a misguided belief that a good product will overcome a bad homepage, or laziness.

If you’re homepage has bounce rates of 70%+, conversions rates of <1% and time on-site of <two minutes, you have a problem.

Note: The post was inspired by a hotel that my wife and I stayed at in Puerto Escondido, Mexico. The first impressions were not positive. No signage, a small pool, and a dark lobby. We seriously thought about pulling the chute. Hello, Booking.com!

But everything changed when we walked up the stairs to our room. It was spacious and clean with a large terrace overlooking the ocean. My wife called it right when she said that “a little bit of paint” in lobby would go a long way to changing people’s immediate perceptions.

Bottom line: Your homepage needs to make a positive impact right away. If visitors have any doubt about what you do and whether you’re relevant, it’s likely game over. It’s a cruel reality.