First Impressions

Have you thought about how your center’s sign, parking lot, and entryway reflect your brand? Before a client even steps inside, they’ve already formed an impression based on what they’ve seen online, heard from others, or experienced in the community. It’s essential that all touchpoints—whether your website, social media, or word-of-mouth stories—align with the warmth and professionalism you want to project.

Brand consistency builds trust because it ensures clients know what to expect when they walk in. Whether your brand is warm and welcoming or professional and helpful, the experience should match your message. When your center’s environment and staff interactions align with your marketing, you create a seamless, positive experience that builds trust from the moment a client arrives.

Let’s walk through the first impressions a client will experience at a center that has a warm and welcoming brand.

1. Environment

The physical environment plays a huge role in making a positive first impression. When a client walks into your center, the first thing she should feel is warmth and comfort. This can be achieved through thoughtful design—soft lighting, clean and calming décor, and a cozy waiting area. Live plants represent life and can be a nice addition that helps create a calming environment. (Easy-care succulents are a great option if you are worried you may forget to water them! They are very forgiving.) 

The front desk staff should greet the client with a friendly smile, speak with empathy, and make the client feel that she is in a safe, non-judgmental space. An inviting space helps clients feel more at ease so they may feel less anxious about their visit.

2. Straightforward Intake Process

Intake forms, whether mobile or on paper, should be straightforward and easy to complete to keep the stress level low for the client, who may already be coming through your door with a high level of anxiety. If possible, having a client complete her intake on her mobile device prior to coming in may be helpful. That gives her one less thing she has to be concerned about once she comes through your door. This makes it very important that staff members handling phone calls are able to walk a client through the mobile intake form if she is having any difficulties prior to the visit. 

3. Empathetic and Knowledgeable Staff

The first interaction with staff sets the foundation for the entire experience. Clients coming in for the first time might be feeling a range of emotions, from excitement to fear or uncertainty. It’s essential that the staff members, whether receptionists or advocates, exude empathy and compassion. 

Listening attentively to the client’s concerns, offering reassurance, and being non-judgmental will create a sense of trust. Active listening is crucial! Staff should also be able to answer any client questions about pregnancy options and community resources.

Take a minute to consider your brand and the experience clients have when they visit your center. Do the two align? If your answer is no, then it might be time for you and your team to sit down and do some brainstorming together and come up with some ways to help the two align. Let us know how we can help!

Heartbeat International has many resources available to help you and your staff feel as equipped as possible to serve the women and families God sends your way. As far as your marketing is concerned, reach out today to see if Extend’s marketing packages are right for you. (Affiliates receive a 25% discount on our bundled options.)