The Kinesis Blog
101 Flares 101 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 (38)

  • 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!

    • Mani says:

      说道:Finnish Dangerous Minister Alexander Stubb, whom at the same time took part in the talk in addition to who is area comes with roenituly on the sides by using Uk inside the austerity drive to beat typically the dollar problems, voiced worry about escalating Mexican euroscepticism.

  • Good write-up, I¡¦m normal visitor of one¡¦s site, maintain up the nice operate, and It is going
    to be a regular visitor for a long time.

    • Lilibeth says:

      说道:The house is only just hindrances by Autumn’s apermtant and then from the community hall, just where many people accumulated for ones tearful candlelight vigil to wish to be with her secure profit throughout this town of 8-10,1,000 on the subject of 20 ranges the southern region of in Philadelphia .

  • fantastic submit, very informative. I’m wondering why the opposite specialists
    of this sector do not understand this. You should
    proceed your writing. I am confident, you’ve a great readers’ base already!

  • I just saw something about this on television. It spoke the same things
    you wrote about.

  • If you are planning to purchase a portable infrared sauna you need to
    decide which brand would be the best one for you.

    So, what is one of the most important factors you have to consider when you make a purchase decision.
    Just be sure to only go inside for only a short period of time.

  • blog here says:

    This comfort in social settings can often lead one
    to have more fulfilling interpersonal relationships.

    These individuals know exactly what they want, and they want to have
    it done for the proper reasons. Check with your
    bra manufacturer as to the inches in difference and Cup Size may vary.

  • click here says:

    Right away I am ready to do my breakfast, after having my breakfast coming yet again to read further news.

  • Owning gold is the best hedge against future market collapses, further credit rating downgrades or the
    demise of the American dollar. There are surgeons who are greatly
    gifted in the field, to the extent that it
    seems that whatever they do works. Many people think that significance in life depends on the
    way one person looks; I feel that appearance does not determine your success
    or you are in today’s society.

  • Initially all of the, and additionally this might be the essential
    important differences, your girls are actually hotter at just a gentlemen’s nightclub.
    If you’re really familiar with your region or even brand new to
    the East Coast, there are astonishes ready and waiting within the State Parks.

  • 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

  • Hello! Do you know if they make any plugins to help with Search Engine Optimization?
    I’m trying to get my blog to rank for some targeted keywords but I’m not seeing very good gains.
    If you know of any please share. Kudos!

  • I came across this a little late, but this was a great article. I think more businesses need to take a look at this. I see so many that don’t seem to get it.

  • Article writing is also a fun, if you bbe acquainted
    with after that you can write if not it is compleex to write.

  • Hi! I know this is somewhat off topic but I was wondering if
    you knew where I could find a captcha plugin for my comment
    form? I’m using the same blog platform as yours and I’m having difficulty finding one?
    Thanks a lot!

  • Hey there I am so glad I found your web site, I really found you by accident, while I
    was researching on Diggg for sommething else, Anyways I am herde now annd
    would just like to say kudos for a tremendous post
    and a all round interestig blog (I also love
    the theme/design), I don’t have time to browse itt all
    at the moment but I have bookmarked it and also added your RSS feeds, so
    when I have time I will be back to read a great deal more,
    Please do keep upp the superb b.

  • Thanks for one’s marvelous posting! I really enjoyed reading it, you happen to be a great author.I will be sure to bookmark your blog and may come back later on.
    I want to encourage you to ultimately continue your great
    posts, have a nice afternoon!

  • Shane says:

    Greetings! I know this is kinda off topic however I’d figured I’d ask.

    Would you be interested in exchanging links or maybe guest authoring a
    blog article oor vice-versa? My site covers a lot off the samke topics as yours and I feel we could
    greatly benefit from each other. If you are interested feel free tto
    send me an email. I look forward to hearing from you!
    Fantastic blog by the way!

  • Hey! Do you use Twitter? I’d like to follow you if that
    would be okay. I’m definitely enjoying your blog and look forward to
    new posts.

  • Oh my goodness! Awesome article dude! Thank you so much, However I am
    going through problems with your RSS. I don’t know why I am
    unable to subscribe to it. Is there anybody else getting the same RSS
    issues? Anyone who knows the answer can you kindly respond?

Leave a Comment