In business, as in life, you don’t get a second chance to make a good first impression. That relates to every customer-facing aspect of your business, including your website, especially as physical contact is currently limited making it even more likely to be the first interaction for a potential customer considering utilising the services of your company.
Before making a commitment, such as selecting a mortgage adviser, customers will first check out a company’s website to help them make an informed decision. Imagine your customer performed a search either to discover you don’t have a website, or they arrive to find a series of unattractive, unresponsive, hard to navigate pages. Is that going to encourage them to do business with your company? Probably not.
This makes it essential to position yourself online with a strong, professional reflection of your business that assures customers you are credible and provides the motivation to want to engage further with your business. Forbes claimed that it can be more damaging to have a bad website than no website at all! 
First impressions count
If your website is hard to navigate and not visually appealing, the chance to show your credibility and acquire a new client will be lost. In fact, 94% of first impressions are design-related and it takes just 2.6 seconds for a user’s eyes to land on the area of a website that most influences their first impression.
Indeed, your website does not get long to win over a customer. They will form that impression in less than a second. 50 milliseconds to be exact, or the blink of an eye. And if they don’t like what they see, 89% will move on to your competitor’s website, so let’s look at what you can do to optimise it to help you attract and convert more prospects.
Hicks law states that the more choices a user has to make, the longer it will take them to make a decision. Don’t clutter your homepage with too many products or services. Instead focus on the key messages of your company and decisions you want them to make, like following a call to action or filling out a contact form.
The old days, when all your information needed to be above the fold on your website are long gone. That led to many a homepage that was cluttered and hard to navigate. Now it is more important to use white (or negative) space between text, images, and headings to help create a natural flow to guide your users through your content and make it more digestible and accessible to them.
Clever use of whitespace and thoughtful design will give your website a more minimalist feel and make it more aesthetically pleasing to your users. In a similar way to whitespace, utilising colour contrast can help draw attention to elements on a page you want to highlight, like your logo, a call to action or important content.
Engagement and research
Design and functionality are key to gaining visitors but does your website engage users once they land on your homepage? You may find it easy to attract visitors to your site but if they can’t find relevant and useful content, they’ll move on.
For instance, users may come to your website looking for initial advice for a mortgage. If they arrive on your homepage and find they can scan relevant articles, search for best buys, or use a quick and simple mortgage calculator you will keep them on your website longer. Easy to use features and content bolsters the quality of their experience, engaging them and making them more likely to send an enquiry to generate a lead for your business.
Need help with your website?
Optimising your website might seem a little daunting, but Mortgage Brain is here to help. MortgageBrain B2C is a flexible and professional service that gives you a simple but impactful website to properly represent your company and attract visitors.
You can choose from a range of templates, add mortgage calculators or mortgage search and best buy plug-ins, edit your content to suit your needs, and retrieve leads generated from your site. We do all the hard work for you.
Our templates are designed to be eye-catching, easy to navigate, functional, responsive and engaging, so whether you want a totally new website or to freshen-up and enhance your existing one, our experts have the skills to make it work harder for your business and represent you in the best possible light.