I have been pouring over what I believe may be the most straight-forward, practical and comprehensive guides to small business marketing--the Guerrilla Marketing series by Jay Conrad Levinson. So much so I had a dream that I ran into him at Staples the other day...seriously.
I came across this section in his book Guerrilla Marketing on the Internet, and wanted to share his insight with you. He articulated something that I've witnessed to be true--but you don't have to take it from me.
Here goes, on page 23 He list #3 of "The 12 Biggest Internet Marketing Mistakes":
Developing Poorly Designed Websites that are Difficult to Navigate
Online consumer research studies confirm that when visitors land on a website they experience "stay" or "go" moments within the first ten seconds. If it looks unprofessional or hard to use, they leave and usually won't be back. In other words, your target audience will judge you, your products and services, and company, in a snap--and you're likely to get only one chance to impress them.
Given this, all website owners would be doing everything they can ensure that their online visitors are blown away by their website's look, feel, and navigability. Unfortunately however, this is often not the case at all. Quite a few shortsighted entrepreneurs underestimate the negative impact of poorly written copy, amateurish design, and convoluted navigation...remember that this is one of those areas where it doesn't pay to be penny wise and pound foolish--it's just too important. Don't annoy, or worse yet alienate, prospective customers because your cousin's friend's aunt's next-door neighbor's brother volunteers to design your website on the cheap.
Well said, Levinson.
