Does your website start strong and end strong?

In the world of digital marketing, we often focus on the ‘middle’ of a website. The structure, the content, the story... and while the middle of the website does 95% of the hard work, it’s the moments when a visitor first arrives (and when they’re leaving) that often dictates if a visit has been successful.

The entry point. ‘First impressions count’.

Not all visitors will arrive at your website via the homepage. This means that every page on your site needs to act as a welcome page. Good UX, navigation and links can get people moving around the site, but when it comes to first impressions, these three things count: 

• Clarity of purpose: Within seconds of landing, a visitor needs to know exactly who you are, and exactly what you do. If it’s not clear, they’ve probably already left.
• A sense of trust: The initial ‘look and feel’ signals to a website visitor that they’re in the right place. Your site should immediately reassure them that you’re credible, capable, and ready to solve their specific needs.
• The right tone of voice: The welcome you provide should set the tone for the rest of the visit. Think of it like arriving at a restaurant only to find the greeting is totally disorganised – you’ll already have a nagging feeling that the food won’t be any better. Your website’s voice is the ‘front of house’ experience that reassures visitors that they’re in the right place.

If the entry point is poor, the journey will end before it’s even begun. In the words of Oscar Wilde “You never get a second chance to make a first impression”. 

The exit point. ‘Leave a lasting impression’.

It might sound odd to focus on the moments before someone leaves your site, but the exit point is your final opportunity to leave a lasting impression. In marketing strategy, we call this the ‘peak/end rule’ – people judge an experience largely based on how they felt at its peak, but also at its end.

When someone leaves your website it should be less of a ‘goodbye’ and more of a ‘see you next time’. 

Before they leave, it’s worth checking that you’ve done everything possible to keep the conversation going. Here are a few ways to make that happen:

• Stay in touch: A visitor might not be ready to commit, but they may be happy to join your mailing list. Email remains the most effective channel for B2B growth, so make sure the sign-up process is as appealing as possible.
• Offer something of value: High-quality downloads such as white papers or best-practice guides are excellent incentives. By exchanging your content for their email address, you can continue to stay in touch.
• Digital leave-behinds: Not everyone is comfortable sharing their data in exchange for a PDF. Offering a free download, such as a fact sheet or a brochure, is the digital equivalent of handing out a business card. These ‘leave-behinds’ live on a user’s PC and serve as a reference long after they’ve left your site.
• The soft exit: If a visitor leaves your site to head over to one of your social channels, consider it a win. It’s a transition from one branded environment to another, so make sure your social links are visible and easy to find.
• Optimise confirmation pages: If someone subscribes, downloads a PDF, or completes a booking or a purchase, make sure the ‘thank you’ reinforces your brand. It’s most likely the final opportunity to leave a lasting impression.

How do you know if your entry and exit points are working? 

This is where know-how, analytics and data-driven insights come into play. By looking at bounce rates, visitor journeys and exit pages, we can quite literally identify where users are coming and going.

Bounce rates aren't necessarily a bad thing, but if a high percentage of people leave from a page that should be a step in a conversion funnel, that’s a sign that the page needs a rethink. It’s about more than just data – it’s about understanding human behaviour and refining the experience to be as helpful as possible.