Your website has seven seconds

Seven seconds. That's roughly how long a visitor needs to decide whether they trust your website. Not read, just seen.

It's not fair to businesses that have done good work for years but never got around to their website. A contractor with twenty years of experience loses a job to a competitor with half that, simply because the competitor's site looks like it belongs in this decade.

It's also not something to just accept. Clear structure, readable text, a site that loads fast and works on a phone: that's not fancy, that's the baseline.

So before you think about a new colour or a slicker logo, check first whether your site is winning or losing those seven seconds.