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POL-Desktop-Criteria-Overall

THE BIG FIVE PAGES WE VISITED ARE AMONG THE MOST VISITED AND MORE IMPORTANT TO FIRST AND LASTING IMPRESSIONS.

For each site visit we looked at the homepage, a major service area or industry page, a professional biography and the firm’s central repository of publications or other thought leadership. We also checked to see whether the site is mobile friendly. Click any of the five images in criteria and learn about the criteria for our comments. You’ll learn what we like and why. 

OVERALL IMPRESSION

Our rule of thumb is “Quick, you’ve got three seconds. What’s your takeaway?” In fact research states you make a judgment within 1/20th of a second and carry that judgment throughout a web site experience. Perhaps more importantly, you never get a second chance to make a first impression.

BE IMPORTANT, CONFIDENT AND A LEADER

We cannot imagine anyone wants to be perceived as unimportant, lacking in confidence and a follower. ”Confidence” is radiated, not claimed. Yes, rankings are a useful tool for sharing how others perceive your firm but are a poor substitute for an intangible attitude that projects confidence.

FRESH

We’re living in an age of copycats. You know ‘em when you see ‘em because you’ve seen it before. Ideas are copied so quickly it’s tough to know who’s the “copy” and who’s the “cat.”

FIRST-QUALITY IMAGERY OR CREATIVE VIDEO

Imagery is not decoration. It supplements the brand position, bringing the message to life. High-quality, thoughtful imagery suggests yours is a high-quality, thoughtful firm. Yes, there is a place for stock photography but only of the best quality, chosen with an artistic eye.

LIKEABLE

As marketers we chant the mantra “reach and repetition” but research proves the most effective way to make a memorable impression is to be likeable. For most of us, that means a level of wit and charm.

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