“Don’t judge a book by its cover” needs to be rethought. Just a bit.

Look, it’s clearly applicable to certain scenarios. Sloppy joes look unappetizing but melt taste buds. Old man strength is absolutely a real thing that can lead to week-long palm aches after a handshake. And of course, judging human beings’ character based on appearance is absolutely positively ludicrous.

Those and a handful of other scenarios aside, things make impressions. And in the world of 21st-century business, there is no more impactful impression than a website. 

We are hard-wired for making snap decisions to help determine whether something is beneficial and safe, or mysterious and dangerous. When we spot mold on those blackberries we JUST bought, do we grab the nearest microscope to really check things out? Google “safe amount of mold to eat” and see if we can get lucky? Or do we instantly know we want nothing to do with ingesting it?

Fruit is one of countless examples of useful cover-judging. And if you think people aren’t judging a book by its cover when they view business websites, you could be missing a prime opportunity to grow.

So let’s analyze the value of an irresistible website for your business while sprinkling in some pointers.

Your Website is a Digital Handshake

Handshakes, remember those things?!

Whether or not you’ve returned to handshaking, what would you say are (or were) the better and more memorable ones:

1. The handshakes from a limp arm and lifeless hand, given by a person hardly even looking at you, or

2. The handshakes with intent and focus, that feel like an invitation from someone to join them in something - a conversation, a drink, a game, and so on.

Exactly. 

Human interaction is becoming more digitized by the day, be it through dating, eating or business transactions. To consumers, your website is your greeting. So do you want them feeling like you’re more interested in the hors d'oeuvres at the party than their time and information? Or do you want them to feel embraced and invited to join you?

Remembering that your website is a greeting will also help prevent a common error; confusing your customers. Just like greetings are short and sweet, you don’t want to bog down your customers in unnecessary details and risk uncertainty or even annoyance.

Credibility Among Customers

A great website design is one framed around what you have built, sure. Maybe even past accomplishments and other points of pride. But customers need to hear from customers. Credibility is massively underrated in business. A company can offer the most original and beneficial service or product - but if people simply doubt the authoritativeness - even if incorrectly - it then makes no difference.

This credibility can be more than just testimonials, which make no mistake are highly potent if quoted and implemented wisely. Case studies, photography, and good old fashioned copy can convey to your audience that you don’t just know what you’re doing, you’re someone they want to work with.

Search Engine Optimization

Ohhhh yes, you either know it or have heard of it at this point. SEO has become the gold standard for online presence. It’s like the Google equivalent of the Michelen Star rating system for chefs and restaurants. 

In fact, in the spirit of food, enjoy this simple recipe for endless helpings of SEO wisdom:

1. One part December 2020 study via BrightLocal which found that 93% of consumers used the internet to find a local business in the last year, with 34% searching every day.

2. One part Sistrix study which found that if you are not showing up on the first page of google search results, you are practically invisible.

3. One part E-A-T, or Expertise, Authoritativeness & Trustworthiness - things Google loves finding on websites.

When it comes to online visibility, a dynamite website is a gift that keeps on giving. For every click through and every minute a consumer spends on your website, the more likely you are to rise through the ranks of SERPs (search engine results pages). You then become a more attractive business to customers. It’s one of the more beautiful and thrilling displays of momentum in the business world.

SEO is a tricky endeavor because it’s not only mysterious; its mysteries are constantly changing. It can seem daunting if you’re accustomed to traditional metrics of popularity; but neglecting SEO is embracing failure, pure and simple.

Lead Generation

The greatest entrepreneur boasting the finest service on the strongest website will never have a 100% conversion rate, so abandon that ambition or anything close to it. However, a massive cheat code is to incentivize those consumers who may be on the fence. They respect your product, like what others have to say about it...but maybe money’s tight right now. Maybe the competition is mighty strong. Maybe some DIY method is tempting them in solving their issue.

These are realities, ones business owners should be respectful of; which is precisely why strong incentives work. These could be anything from exclusive video access and ebooks, to webinars, coupons, you name it. Those are their benefits, and yours is their information which helps inform your prospect personas. The best lead generation is not self-serving, but a classic win-win. People know if they’re being shorted, so ensure you’re gaining a lead by delivering something meaningful.

Broaden Sales

Did you know that movies have different versions (or cuts) depending on the country of release? It’s not so the writers and directors get to leave less on the cutting room floor, oh no. It’s done to make, more, money.

If you offer a local plumbing service or a few donut shops across a town, then you don’t need to worry too much about broadening sales. But if you deal with shipping, don’t get caught slipping with a dull website.

There’s an old saying that goes “Act like you’ve been there”. Whether directed at the football player whose celebration is way too much for too little of a feat, or a parent calming the nerves of her child who’s about to sing in front of a crowd, it helps elicit confidence and professionalism. In the business realm, it also elicits sales.

When you have a website that floors people, it shows them you, well, mean business. It is an advertisement not for your product or service, but that you are equipped to satisfy the needs of consumers statewide, nationwide or even worldwide. It vouches for your justified presence in the big leagues. An unprofessional website sings unprofessionalism, something guaranteed to stifle growth.

Content

Echoing SEO, a need for content is a fairly recent priority for businesses. Content is becoming something closer to a currency than merely a means of entertainment. And with good reason; look at the voracious appetite for it. Streaming platforms are in all-out war over it. It's got YouTubers at such levels of fame that they’re fighting historically great boxers. And TikTok’s rapid fire content is approaching world domination.

On a website, content can mean blogs, landing pages, infographics, polls; there are no real rules. The distinct advantage of having compelling content on your site is an ability to let you level with your audience. You don’t have to be focused solely on business. You can become conversational, humorous, friendly, or maybe just a great read.

Circling back, content is a huge criterion for that T in E-A-T. Good content is going to keep your readers on your page longer. This doesn’t just enhance your sales outlook, it enhances your trustworthiness, much to King Google’s liking.

If Your Business is a Book, Your Website is the Cover

And people are judging it because they must. But the key to capitalizing on this permanent trend, is to embrace it as an opportunity rather than a chore. 

Yes there’s a mountain of work that goes into it...that pays off in extraordinary consumer engagement. 

Yes it can be technical and confusing...which pays off as a permanent education. 

Yes it is highly competitive, and yes your competition could be paying thousands to outsource all their website labor...which pays off in the form of motivation for you. After all, how boring and unfulfilling would business be if it was easy?