First impressions created by your Web site are important for many reasons:

• A first impression is a lasting impression. First impressions are very powerful, can color how a person or a business is perceived for a long time, and can be very hard to change or correct (Creek, 2002; Sterling, 2005).

• A first impression determines whether the customer further explores a Web site or goes to another site. Online browsers and shoppers quickly go to another Web site if they cannot easily find what they want or find something to hold their interest.

A first impression sets up for the customer what to expect from the business and customer satisfaction is based on the business’ ability to meet or exceed these expectations. These impressions include expectations of experiential value. For instance, an online description of a lakefront rental can set up expectations of an esthetic getaway retreat. Imagine the customer’s dissatisfaction when arriving at the rental and finding an old shack overlooking a brackish lagoon.

Even if the Web site is not the first introduction to the business, it is important to create a consistent image between the firm’s Web site and what the customer will encounter in other channels of the business, such as the physical establishment. The clear message sent by a consistent image helps customers recognize and recall a business and helps the business “connect” with the targeted customers (Schmitt & Simonson, 1997).