I recently had a conversation with a friend.

She’s 34, single, and has decided to dip her toe back into the dating world. Or, more specifically, the world of online dating.

Naturally, I had questions.

“What’s it actually like?” I asked.

Her answer surprised me. “It feels incredibly superficial. You find yourself making assumptions about someone’s entire personality based on a few photographs and a one-line prompt. She said. 

“You look at one photo, and within about two seconds, you’ve already decided whether or not you’re interested. Most of the time, you don’t even read the profile. You just swipe and move on.”

The more she spoke, the more I realised she wasn’t really talking about dating.

She was describing modern consumer behaviour.

Think about it.

How often do we visit a website and form an opinion before reading a single sentence?

How often do we glance at a LinkedIn page, an Instagram account or a company website and decide, almost instantly, whether the business feels credible, relevant or interesting?

Just like dating apps, the internet has trained us to make snap judgments.

Fair or unfair, that’s the reality.

People know what they like.
People know what they don’t like.
And people move on quickly.

Which got me thinking.

If businesses had Hinge profiles, what would their red flags and green flags be?

Business Red Flags

“Passionate about innovation.”

Nobody knows what that means.

A website that opens with:
“Welcome to our website.”

Thank goodness. I thought I was in the wrong place.

A LinkedIn page that hasn’t been updated since the Springboks won the World Cup.

An “About Us” page filled with corporate jargon but no actual explanation of what the company does.

Stock photos featuring six people laughing at a salad.

We all know the ones.

Business Green Flags

Clear messaging.

A website that tells visitors exactly who you are and what you do.

Regular content that demonstrates expertise.

A visible leadership team.

Case studies, testimonials and examples of real work.

A personality that feels authentic rather than manufactured.

In dating, people are looking for signs that you’re worth getting to know.

Business isn’t much different.

Many organisations spend years building great products, delivering excellent service and developing genuine expertise, yet very little time thinking about how they present themselves online.

And in a world where first impressions are often made before a conversation even begins, that matters.

A lot.

The reality is that your website, social media channels, media coverage, thought leadership, and online presence introduce your business long before you ever walk into a meeting. (Or that first coffee date on the prom!) 

They’re your profile.

They’re your first impression.

They’re often your opportunity to earn a second glance.

I never thought I’d say this, but perhaps every business needs to spend a little time reviewing its dating profile.

And if you need help writing it, you know where to find me!