Appearance Matters

Appearance can be the difference between a new customer and someone you’ll never know.

Have you ever driven to a restaurant you’ve been meaning to try but when you got there the parking lot was empty and full of potholes? Definitely not a very encouraging sign. You might have said something like, “Well, maybe it’s just a slow night” but then you looked up and the paint was peeling off the siding and the sign for the restaurant was actually a temporary banner hanging over the real sign from the old

place. Yep, time to move on to the next option.

A similar experience happened to me just the other day. I desperately needed a car wash and I didn’t have the time to do it on my own. I did a quick search on Yelp to find the highest rated options near my location. Jackpot! I found one I’d never heard of with all kinds of great reviews that was right on my way home. When I got there, I was greeted by overgrown hedges and car wash equipment strewn about all over the ground. It looked like a tornado had just come through before I arrived. I quickly moved on to the next option.

Appearance matters. You wouldn’t show up to a job interview wearing flip flops and a backwards hat, right? Maybe if it was for a lifeguard position or some new tech start up. Outside of that, you’d probably get a haircut, iron your clothes and shine your shoes so that you make a great first impression.

The same can be said for your business. If you have a brick and mortar location, what kind of condition is the exterior in? Check things like the landscaping, paint and signage. Is your appearance inviting customers in or driving them away? If you’re not sure, ask a friend who will tell you the truth, even if they know it will sting a little bit. If you don’t conduct business from a physical location, you’re definitely not off the hook. Your website and logo are equally as important, if not more. Think about how often you visit a website and check reviews before you make the decision to purchase something from a business.

Websites are the new storefront for all kinds of businesses.

Don’t make the mistake of disregarding your businesses appearance because you think your products or services will speak for themself. It’s true, your existing customers won’t care as much about your appearance. However, potential customers won’t know any better and they’ll never have the opportunity to experience all that you have to offer unless they feel comfortable opening the front door.

It may sound like a hassle but a “fresh coat of paint” on your walls or your website could have a significant impact on your bottom line.