Why image IS everything ... just like Andre said.

Think back to the wonderful 80's, or was it the early 90's, and I'm sure you will recall a television spot for a camera company in which the great Andre Agassi confidently utters, "Image is everything." Were truer words ever spoken?

As in most facets of everyday life, you are judged, right or wrong, by a host of controllable factors. What you wear, what you drive, even what type of watch you wear can instantly change how people, shallow or not, perceive you. Let's face it, in business you have to instill confidence if you hope to get the sale. No question. You don't go to a business meeting in jeans and a t-shirt. You dress to the nines hoping your stylish appearance will help get things started on the right foot. So, it has always intrigued me how people in business seem to forget about "Image" when it comes to marketing their business online.

Your website, for example, should be a direct extension of your offline business. In other words, your online image should mirror your offline image. How many times have you seen a company that you know for a fact is a reputable, well respected business, that represents itself with a less then admirable website? What do you think this tells people who have never seen your physical location but instead are judging your company based on this one visit to your site? It's like showing up for that meeting in jeans. Wrong message.

Your website can make you look like a couple of part-timers working out of the garage or a complete staff of 50 in a downtown high-rise. Forget about whether either of these scenarios is true. On the web it is all about perception and image. It is about giving that prospective client a confident feeling as they walk through the doors of your business. That's right, when they click on your site, they are walking right up to the receptionist, assessing his/her appearance and demeanor, looking at the artwork on the walls, the polished floors and the tasteful seating area. Imagine if 500 to 1000+ people walked into your physical location everyday. Wouldn't you do whatever it took to make sure you set the right impression? Yet this exact opportunity is missed everyday on the web. You just don't get the luxury of seeing the "less-than-excited" look on that "now-gone-forever" visitor.

With the popularity of search engines as the preferred method people use to find websites, this is even more important. Search Engine Optimization can drive potential clients to your website only to lose those customers due to a poorly developed image of your company. Its called conversion ratios ( the amount of traffic divided by the number of buyers, targeted contacts, or leads ). Search Engine Optimization can drive people to your website but your conversion ratios could suffer if your marketing medium doesn't attract and retain those visitors.

A website should do the following: Instill thoughts of professionalism, confidence, and most importantly, credibility in the site visitor's ( prospective customer's ) mindset, while giving that visitor a clear understanding of your company image. If it does not currently do this, you are better off without a website. At least this way you aren't starting off at a loss. 500 to 1000+ customers visiting you every day. Can you afford to disappoint them? After all, "Image is Everything"