We may try not to “judge a book by its cover” but we need to judge a business by its website. With the amount of different companies and businesses that provide similar services, we have no choice but to base our first impressions on looks. A good first impression is one of the most important parts of customer acquisition. In order to create a quality and lasting impression it is essential to have an attractive, well maintained, and easy to use website.

Websites have become the “front door” customers must enter in order to gain a better understanding of what a business provides. Without an attractive and appealing exterior, people will not choose to see the interior. In today’s fast paced environment, it is difficult to hold a person’s attention for more than a few moments. Companies are finding it increasingly difficult to acquire the new generation of customers and keep existing ones.

Since the average attention span has decreased to a measly eight seconds, it is imperative to create images that both capture and hold your audience. An engaging and attractive website is a great way to portray the quality of your business and gain new customers. A well put together site enables a user to see the value you place upon your company, while presenting them with information about your business. When potential customers distinguish the care you put into presenting your business, they will be more inclined to engage with the site because they know you will provide the same quality of care to them.

The best sites are user friendly, which means people can quickly and easily comprehend a site. For example, Apple’s website has a simple and cohesive theme that represents their brand.



Individuals should be able to efficiently access the information they want to learn more about. If a customer cannot find what they are looking for immediately, often they will choose to leave and not come back. Make it easy to access information they are searching for so they will use your company to provide those sought after services.

The site should also represent the business. The different elements of your business’ site should translate to what services the company provides. The fashion blog, The Cool Hour, appeals to their audience by using a theme that displays modern fonts and imagery.


Images, fonts, descriptions, and overall layout should appeal to the audience you are attempting to reach. It is important to engage your business’ specific target audience to prevent wasting valuable time and money on unnecessary features.

When your “book” is judged, make it a New York Times bestseller and create a well-designed and easy to use site that keeps new customers engaged and existing customers wanting more.