First Impressions: Where Companies Make Them and How to Make Them Better

When it comes to business-consumer interactions, few match the first impression in terms of critical importance. Whether it’s situations where a potential customer has sought out a product or service on their own, or ones in which a business is reaching out to make contact via advertising, the initial takeaways will decide whether or not new customers are made and current ones maintained.

It’s therefore imperative for businesses to optimize the ways in which they are most likely to make first impressions. When it comes to the top priorities, here are the places to get started immediately:

Company website

With most consumers shopping online these days, the first meaningful introduction to a company will likely be its website. Of course, they may also find reviews and references to the business, but the website content will provide genuine insight into how the company operates. When it comes to how to make a website which succeeds, aim for a sleek, smooth design. This offers the first clue as to the technological efficiency and credibility of a company. Furthermore, a well-organized homepage and menu can quickly lead customers to desired information to make contact or confirm a purchase. Posting a blog that is humorous, nostalgic, or pointed, depending on the writer’s personality and style, can draw a following that may generate new customer leads and bring back repeat business from previous customers.


A well-orchestrated marketing campaign helps to brand a business for ready identification in the local community or online. A logo, color scheme, and slogan combined on well-designed business signage will help customers to immediately recognize the company apart from the competition. Radio, television, or internet interviews with company leaders, instructional or philosophical workshops via youtube or in a local bookstore, and trade publication articles and reviews help to promote the business to new and existing customers.

Social media

Social media is not just for socializing. Businesses around the globe are utilizing online communication applications to create vibrant first impressions of a business. For example, a Twitter account can quickly build a following when a company leader routinely posts insightful or entertaining insights to current events or industry news along with company highlights. Facebook remains a world-renowned secondary site for many companies to launch their business. Linkedin forges networking services among companies and within sectors to build professional relationships. Instagram and a host of other social media options offer portals to additional company promotions without having to pay a cent.

Products or services

Apart from concerted marketing efforts launched from the website, a branding campaign, or social media, consumers often get important first impressions from the company’s products or services. Product reviews found at other websites provide descriptive information not only about the company’s business, but also about the company itself, such as its views on quality, value, and customer support. A business should feature its products in venues that are appropriate and suitable. Promoting a product in a questionable ad or casting it in a questionable light to help customers save money or switch companies is not just unattractive but also unethical. Detailed, objective reviews can be helpful in getting customers to try a new product.

Virtually everything that a company displays to the public, whether online or locally, will be evaluated by the public to determine whether it merits consumer interest. Accordingly, a company should optimize efforts in the above promotional initiatives to attract prospective customers and increase sales volume.