I once read that upon meeting a new person for the first time, it takes approximately thirty seconds for us to develop in our mind an image of our new acquaintance which is strong enough to play a very significant part in terms of setting the tone with regard to how we view that person for a very long time to come.

I could not imagine why the same would not apply to business, and if I were a handyman or tradesman, I would know right off the bat that the New Pig site was talking to me.

I think Kaye hit on an extremely important point, and I don’t know about anyone else, but if I personally sense any form of in-congruency between the sales pitch and the product offering, this would certainly raise concerns in my mind as to whether the organization concerned really had its act together and whether or not it could be trusted to deliver the kind of quality or products or services that I personally would expect from any organization with whom I would do business as a consumer.

Kay, I was thinking misalignment leads to confusion, but you are taking it a giant step further. When I see a website that doesn’t mesh with the company’s brand or business model, I conclude the firm has poor marketing execution. But it could be just as easily true that the firm is trying to be manipulative. Great point.

Danielle, Lawyers are a fine example. Their websites must be spot on to attract the particular type of client they are looking for. A tax attorney, a personal injury attorney, a high profile partnership all require a different “look” on their sites.

If you were to click onto a website for a lawyer and saw an informal design it would certainly put you off!

Folk fly from one webpage to another so quickly and I guess if they can’t see that we have what they’re looking for in about 3 seconds – they won’t hang round.

You shouldn’t judge a book by its cover, but you may judge whether to read a book by its cover.

The issue of site design on interior pages is very important, I agree. When page design varies too much, people get confused and as a result may just get fed up and click off.

I couldn’t agree more, Brad. And not only that, but once the viewer gets INTO the site, you have to watch for elements that “stick out” in obtrusive ways. The more seamless it appears (as a whole, I mean), the better.

Another great point from the master!