A First Impression Is All You Get
It’s often said that, particularly on the web, you have no more than a few seconds to show someone you’re worth talking to.
Yes, some people will pick up that introductory collateral again or revisit your website, but it’s more likely that they’ll take one look and move on to the next—whether that means the next step in becoming a client or their next option for advice.
This is an important concept to keep in mind with respect to the components of your outward brand that introduce new opportunities to your practice. If the first impression is the only one you get, then it should be the one that drives the right people to take the right action.
Consider material like your introductory package or your website’s welcome page. What impression is it designed to create for these individuals and how long would they need to spend on it in order to get that impression?
This concept is also important to keep in mind as you’re building and reviewing those introductory materials.
Things you question on your tenth viewing won’t be noticed on their first, and things you need them to glean on first viewing won’t get a tenth opportunity to shine through. So trust your initial reaction, because it could be directly impacting your ability to win new business.
