20 Factors that Influence the First Impression of Your Website's Visitors

When a new visitor comes to your website for the first time an initial impression will be formed pretty quickly. A good first impression will drastically increase the chances of that visitor returning again, and a bad first impression will be difficult to overcome.

This list looks at 21 factors that will influence your visitor's impression within moments of arriving at your site. These are some of the mainfactors:

1. Load Time - Most of us are very impatient and slow loading pages will not make us want to return. On the other hand, pages that load quickly will encourage visitors to navigate through your site knowing that they won't have to wait very long for each page to load.

2. Error Messages - If new visitors to your site are getting error messages and are unable to access your site, they're not going to be impressed and they won't be back. There are a number of different errors that can occur. BlogStorm recently published an article Why Businesses Need a Website that Works, which takes a look at one unsuccessful website with an obvious problem.

3. Colors - The look of your site will obviously be a factor in your visitors' first impressions. The colors of your website can have a huge impact on the overall attractiveness of the site. Choosing the right color combinations can be difficult, but fortunately we havea number of tools that can help.

4. Logo/Branding - Another factor in the overall look of your website is the logo and branding. Most importantly, the logo should help to brand your business in the way that you want visitors and customers to think of you. For more information, see What Makes a Great Logo? from David Airey.

5. Header Images - Dominant header images are often used and they can have a strong effect on first impressions. We like to see the content start higher on the page, and many visitors share our opinion.

6. Typography - A somewhat subtle influence is the typography and fonts. A change in the typography may not be a drastic change, but it can make all the difference. See Five Simple Steps to Better Typography by Mark Boulton for a more complete look at the subject.

7. Layout - One of the most important design elements is the layout. Layout should draw the reader's attention to those items that are most important. Layout can be used not only to create an attractive design, but also to make the site easy for visitors to use. While most websites use a fairly standard design, a good way to make your site stand out is to use a more creative layout. Of course, you'll want to make sure that your creative layout adds to the effectiveness of the website rather than detracting from it.

8. Advertisements - One of the easiest ways to make a bad first impression is to have a website that is full of advertisements. Most of today's internet users have come to expect advertisements to be present on most websites, but too many ads, the wrong type of ads, and poor ad placement can be a big turn off for visitors.

As a general rule placing ads in places that will interfere with visitors being able to read your content should be avoided, unless the goal of your site is to make money through ad clicks. Animated ads are also a touchy subject as they can also easily distract and annoy readers.

If you use advertisements that are relevant to visitors and are kept out of the flow of your content, visitors generally will not mind.

9. Your Reputation - Some of your first-time visitors will be familiar with you or your website before they even visit. In many cases they may have read about you on another website that links to you. This is especially common for bloggers. If that visitor has read a positive recommendation of you before visiting your site, you will have already developed a little bit of a reputation in the mind of that visitor that may affect the first impression. This can also work the opposite way if they have heard or read negative things before visiting.

10. Ease of Navigation - You've probably been to websites that look like they have great content but just can't find what you wanted. There is nothing more frustrating on a website than poor navigation. On the other hand, well-constructed navigation can help visitors have a very positive experience on the site.

11. Clarity of Purpose - New visitors should be able to very quickly determine the purpose of a website. Many sites effectively incorporate this into their branding by using a descriptive tag line that sums up the site’s purpose. About Us pages are also helpful for communicating purpose.

12. Unprofessional Items - Some items like low-quality animated GIFs and hit counters can give a negative first impression. Generally anything that makes your site look like it was designed 10 years ago should be avoided.

13. Quality of Images and Photos - It's amazing how much impact a high-quality photo or graphic can have on a design. Fortunately, we have plenty of experience in creating high-quality, low-cost graphics.

14. Accessibility - Accessibility is a big buzzword in web design. The reality is that not all of your visitors will fall into the mould of the average visitor. Some will have handicaps, some will use older browsers, some will have slower connections, etc. If your website is not accessible to a visitor it’s almost guaranteed to create a bad impression.

15. Popups and Pop-unders - Most internet surfers now have some sort of popup blocker, but some websites are still using them. Most visitors don't appreciate popups that aren’t blocked, and this can create a bad impression. Some sites, however, still use popups effectively, so it's something that you will have to weigh the pros and cons.

16. Video and Audio - As more and more internet users have high speed connections, audio and video will continue to become more common. Some visitors appreciate these elements and it's evident by the success of such sites as YouTube. A general rule with both audio and video is that it should not start automatically without the user choosing to have it start.

17. Associations - Visitors may be new to your website, but they may be impressed with associations to someone or something they know and respect. Visitors to Media Temple's website will see testimonials on the homepage from Nike, Sony, and Starbucks. If that visitor is wondering about the competence and capability of Media Temple, associations with these large, well-known companies will have a huge impact on the first impression. Another example is a website displaying a badge that shows membership in the Better Business Bureau.

18. Quality of Content - Of course quality content cannot be left off this list. While content may not have an instant impact like some of the factors that relate to the design of the site, it will have a significant impact on visitors that stick around for a minute or so. This is a big factor especially for blogs. A first-time visitor that finds really great content will remember their visit in a positive light.

19. Tone - In addition to the actual content, the tone of the content can also have an impact on first impressions. Some websites that have strong content, but are unnecessarily negatively toned create a poor first impression.

20. Flash Intros - Positive or negative, flash intros will impact the first impression of visitors. We're not a fan of flash intros on most websites and think they have their place on websites in certain industries, such as websites for movies or rock bands. Unless visitors will expect a website in your industry to have a flash intro, you should avoid it.