The Kinesis Blog
124 Flares 124 Flares ×

How much time does a prospect spend on your B2B website?

You know the saying: “Never judge a book by its cover”? It may be a strong life philosophy, but it’s not an accurate description of online user behavior.

The truth is that snap judgments are a fact of life. And they have huge implications in the digital world. Did you know that it takes no more than 50 milliseconds (that’s 0.05 seconds) for users to form an opinion about your website? .05 seconds – that’s all a user needs to determine whether they like your site or not, whether they’ll stay or leave.


Why B2B companies should invest in good web design

Great web design instills trust in your business. According to web credibility research from Stanford, 75% of users admit to making judgments about a company’s credibility based on their website’s design.

In a day and age where 85% of B2B customers search the web before making a purchase decision, your website has the best chance of being a prospect’s “first impression” of your company and offerings. And it turns out, the look and feel of your website are the primary drivers of those first impressions.

  • First impressions are 94% design-related. Don’t get me wrong, quality content matters. A lot. But even the best content is rendered powerless when it’s embedded in poor design. Studies of user behavior have found that visual appeal and website navigation have the biggest influence on people’s first impressions of your brand.
  • Positive first impressions lead to higher satisfaction. The initial impression that a user gets from your site can have a priming effect on how they perceive future interactions with your business. Research shows that positive priming can boost user satisfaction and, as you might expect, negative first impressions put significant drag on user satisfaction.
  • First impressions can last for years. And there’s an abundance of research to prove it. One study found that the NBA players’ careers are determined by their position in the draft, regardless of their on-court performance. Another study finds that subsequent impressions, no matter how contradictory, can never make up for the first impression – bringing a more than literal meaning to the saying that “you never get a second chance to make a first impression.” truth_web_design_percentages3

The truth is, visual appeal matters. A lot. And nowhere is that more true than on the web. Today’s Internet user has infinite options about where to commit their attention. And, as the research shows, they form their opinion about your website in milliseconds.

The stakes are high for B2B and professional services firms

A good first impression is even more valuable in the professional services arena. At Kinesis, we work exclusively with businesses that provide low volume, high-margin services; like you they know that the value of lead can be tens or hundreds of thousands of dollars. First impressions don’t just paint a pretty picture; they generate real dollars and cents.

We find that time and time again, good design pays off. In a crowded, competitive landscape, it’s crucial to carve out a space where your brand and your offerings stand out, grab and hold the attention of your target users. You’ll never know how many leads are lost on a bad first impression. And those leads never call to tell you why they didn’t choose your business… they simply leave the phone on the hook.

Want to learn more about Kinesis’ approach to web design? Visit our website or sign up for our newsletter in the field on the right hand side of the page.

Kat Kocurek

Kat brings a diverse background and professional portfolio to her Strategist role at Kinesis, where she contributes content and concepts to guide client marketing efforts and growth. Kat is always happy to connect and “nerd out” over all things business – you can find her on LinkedIn!

Read more of Kat's blog posts.

Comments (28)

  • Ducktoes says:

    I agree, in web design, first impression is everything. The consumer’s ability to focus or patience has reduced remarkably and if you can’t grab their attention immediately then you have already lost them.

  • Aimy Wilson says:

    Thank you very much for sharing useful information about web design. The fact is web designs is an art and, like every business anywhere, need a particular set of skills and mindset.

  • Kat Kocurek says:

    Absolutely, Aimy… not only is good design valuable (even in the B2B world), it requires a robust creative process – one that hopefully ties into the visual identity of the brand. Thank you for sharing these comments!

  • says:

    Good day! Would you mind if I share your blog with my myspace group?
    There’s a lot of people that I think would really enjoy your content.
    Please let me know. Cheers

  • Tengo navegando online más tres últimamente , I nunca descubierto alguna interesante artículo como el tuyo.
    Es bastante pena suficiente suficiente para mí. En mi opinión , si todo propietarios del sitio justo material de contenido probablemente hizo, net será mucho más útil que nunca.

  • Roof rats can enter the home by climbing trees and finding small entrances in the roof.
    What is a great place for people to live is, unfortunately, is also a great place for pests to live as well.

    You may as well use boiling water or vinegar in a sprig
    bottle, however remember, vinegar will also destroy your vegetable crops so
    use cautiously.

  • Awesome site you have here but I was wanting to know if
    you knew of any forums that cover the same topics discussed in this article?
    I’d really love to be a part of community where I can get
    feed-back from othr experienced people that share the same interest.
    If you have any suggestions, please let me know.

  • domain says:

    I blog frequently and I seriously thank you for your content.

    Your article has truly peaked my interest.
    I am going to take a note of your site and keep checking for new details about once a week.
    I opted in for your Feed as well.

  • says:

    Awesom issues here. I’m very satisfied to look your post.

    Thqnk you so much and I am looking ahead to confact you.
    Will you kindly drop me a e-mail?

  • Darin says:

    Very goold blog post. I certainly love this site.
    Stick with it!

  • I amm really impressed together with your writing abilities as
    smartly as with the format to your weblog. Is this a paid subjecft or did you odify it
    yourself? Either way stay up the nice quality writing, it’srare
    to peer a great weblokg like this one these days..

  • Remember, flowers are a luxury item, rather than a basic necessity,
    so working class neighborhoods are not well suited to this
    kind of business. These are very real factors that you seriously need to take into account
    before ordering any personalized corporate gifts. Include
    a message about your good deed in your holiday message to
    your clients-and encourage them to do the same without getting all preachy.

  • I don’t even know the waay I ended up here, howsver
    I believed thuis submit used to be good. I don’t understand who you might be however certainly you’re going to a well-known blogger should you are
    noot already. Cheers!

  • Excellent goiods from you, man. I’ve undeerstand your stuff previous to and you’re just too
    wonderful. I actually like what you’ve acquired here, certainly like what you are stating
    and the wway in which you say it. You make it
    entertaining and you still casre foor too keep iit sensible.

    I can not wait to read much more from you. This is really a tremendous web site.

Leave a Comment