People’s first impressions of a website take a mere 50 milliseconds to form, according to research carried out by Carleton University in Ottawa, Canada. The research, initiated by Gitte Lindgaard and published in the journal ‘Behaviour and Information Technology’ was conducted in 2006 and still holds true today. Lindgaard’s team showed volunteers a split second glance of web pages that had been rated as either easy to look at or particularly jarring. They then asked them to rate the websites according to a sliding scale of visual appeal. Even though the images were visible for just 50 milliseconds, the verdicts of the volunteers were very similar to those that were submitted after a longer viewing of the same websites.

First impressions count

So what does this experiment mean to UK copywriters and anyone involved in web content creation? It’s simple – first impressions really do count. But once you’ve made an impact with a visual layout that attracts rather than repels, it’s time for your web content to reinforce that good first impression. The best dressed websites can still fail if the content is dull, bland and robotic. At best your site will be regarded as boring. At worst, it could be perceived as lifeless, tedious or even a little bit suspect.

Getting it right from the start

Many people regard web content as the final link in a chain to be done once all the layout, the bells and whistles has been put into the design process. A good UK copywriter knows that this is the wrong approach. Web content should be one of the first links in the creative chain, not the last. It shouldn’t be a process of ‘filling in the blanks’. If you want web content that engages and enhances that all-important first impression rather than detracts from it, you need to incorporate it as part of your design. It has to ‘fit’, not just be ‘fitted in’. You will also need to update that content frequently to keep your visitors coming back and to maintain the interest of the search engine ‘bots.

If you’ve spent time and effort catching the attention of your audience in those first 50 milliseconds, your web content has to deliver on the initial interesting premise. If you’re not confident that you can produce engaging copy that’s relevant and also works hard from an SEO and SERPS standpoint, then go to a professional UK copywriter and get them to do it for you. By getting your copy produced early on in the process you can then work it seamlessly into the overall design of your website and maintain a good first impression that’s backed up by quality content.

Write from the heart

Structure and appearance are all important factors in web content, but it has another job to do as well, and that’s to engage with your reader. Flat, boring or dull copy is as much a turn-off for visitors as a flat, boring or dull looking site. If your website design sparkles, then so should your copy. Make sure that your copy is as passionate as you are about your product or company and make sure your UK copywriter can convey that passion convincingly.

Once your audience has got past those first 50 milliseconds, it’s up to you and your web content to keep the next few minutes as productive and as engaging as possible. With strong copy goes a strong call to action – whether that’s getting them to continue browsing the site or heading for the checkout with a shopping cart full of goodies. But you’ll only get to that stage if the content stands up to scrutiny and delivers as much as your website design promises.

About the author:

Derryck Strachan is a UK copywriter and managing director of the award-winning content creation company Big Star Content. Big Star specialises in producing high quality web content for national and international clients from many different fields, including legal, medical and travel.