to make a first impression. According to Business Insider, in real life you only get 7 seconds to make it a good one.

What’s perhaps more interesting is that a number of the elements needed to make a good impression in real life, translate to web too. For instance;

  • Turning up on time = Page load speeds
  • Introducing yourself = Clear branding
  • Speaking clearly = Content that is easy to read
  • Looking smart = Professional design

But how long do you get to strike a bit of rapport online? Lots of numbers have been banded about, with one report claiming it takes just one twentieth of a second to pass judgement. But this research by Nielsen Norman Group suggests users often leave after ten seconds, so let’s work with that.

As for turning up promptly, Last yearGoogle told us that the average mobile landing page loads in a a mind-numbing 22 seconds. ‘So Solid Crew‘ would not be happy.

But it appears they wouldn’t be the only ones. Rather worryingly, Google also discovered 53% of people will leave a mobile page if it takes longer than 3 seconds to load.


In summary:

Your website has 3 seconds to load, a split second to make a good impression and then around ten seconds to convince them it’s worth hanging around or doing business with you.

So here are ten things your website can do to help…


1. Fast load speeds

Slow loading websites annoy real people and seo bots alike. Keep it under 3 seconds bro. We can show you how.

2. Clear branding

Just like in real life, it’s reassuring to know where you are and who you’re dealing with.

3. Be visual

Plenty of images and video help make the page more attractive, enticing and engaging.

4. Include images of people

People respond well to pictures of other happy people, don’t overdo the stock library stereotype though.

5. Prominent contact details

Often the number 1 reason people visit websites, but also a reassuring accountability factor. Who ya gonna call?

6. Professional design

Look the part and reap the rewards. “If you think it’s expensive to hire a professional to do the job, wait until you hire an amateur.”

7. Smart colour and font choices

Apart from in very exceptional circumstances, wacky colours and a bunch of fancy fonts are not the way to win

8. Appropriate tone of voice

Instantly connect to your audience by using language and storytelling that is relevant and appealing.

9. Content that is easy to read

People read differently online. Use simple language. Write in short sentences. Read more about writing for the web.

10. Use https

Get an SSL certificate, and secure your site data. Avoid the ‘Not Secure’ warnings in Google Chrome that can panic visitors.

For more on building trust and credibility, read ourbuilding trust cheatsheet.


1. Run 100m

Well, if Usain Bolt can do it… (9.58 seconds, Berlin, 2009). Just remember to stretch before you try this in the office.

2. Just chill

Take 3 deep breaths. Breathing deeply sends a message to your brain to calm down and relax.

3. Find your nearest Nettl studio

Give it a try now. It’s super easy with our new studio locator.

4. Micro workout

Do ten sit-ups. urrrrrrrrgghhr, okay, three sit-ups!

5. Send a message to a loved one

Love conquers all. No seriously, let someone know you’re thinking of them. Not in a weird way.

6. Make your website secure with SSL

If you have a Nettl website, just email your local studio saying ‘hook me up with some of that SSL geezers’.

7. Drink a glass of water

Staying hydrated improves your mood, cognitive and motor skills. Vroom! Oh, wrong motor.

8. Update your to-do list

Completing tasks on a list releases small amounts of dopamine that encourages us to do even more #productivityaddict.

9. Run an SEO audit on your website

Request a free SEO audit from one of our Nettl SEO certified studios.

10. Send an animated gif to a colleague

Is there a better way to share your reaction to Tony’s latest faux-pas by the fire extinguisher?


We can help analyse your website performance, improve user experience and encourage more conversions.

Not sure where to start?

Well, if you have a minute, grab a glass of water and find how to contact us. While you’re there, ask us about SSL and SEO. Then you can cross it off your to-do list and just chill.