Which website tells you what it does

Which website does what?

Which website tells you what it does
Whatever bunch of statistics you believe or however you measure bounce rate (bounce = visitor leaving within 5 – 30 seconds) what you have to face as a website owner or manager is that whenever a prospect lands on your website you have only got a few seconds to capture their interest. We pondered this A LOT, and tried to work out how to engage the visitor as quickly as possible.

Does your site withstand the one step back challenge?

What we quickly realised was visitors are moving past your message and unless it makes an impact within a few seconds you lose their interest, this is not unlike passengers in a vehicle passing a billboard. Which is the reason we recommend having a value statement that is visible from one step back from your desk. If you can read “What’s in it for me” from there then you’ll have a really powerful attention grabbing headline.

Most headlines fail to answer the following three things…

1) “Am I in the right place?”
2) “What’s in it for me?”
3) “What do I do next?”

Of course a good headline CAN answer all three but will be lengthy, so we usually use the headline to answer the first two questions and then use a sub-header to answer the third question and direct the visitor into the body copy, watch the video or take the next step.

If you look at our image above, which was taken to illustrate the point to a recent new customer, you can see what we mean. The website on the right is a VERY well know, market focused and sales driven organisation, given by our customer as a reference point. The website on the right is our design, you’re probably thinking “but it looks nothing like it!” and you’d be right. The point is, with ANY website, you need to arrest the attention of the person looking at the site. The site on the right simply doesn’t tell you where you are and what you need to do without some investigation. Also the fading image is gives the site a “barely there” feel, which doesn’t underline the solidity and seriousness of the sales message.

Ignore basic principles at your peril

There are many basic principles being ignored by the reference site on the right, too many to go through in this blog post, but why don’t you take the one step challenge? Stand up, and push your chair back and take one step backwards. Now, inside 3 seconds can you answer these questions:

1) “Am I in the right place?”
2) “What’s in it for me?”
3) “What do I do next?”

If not, then think about adding a value driven headline and a sub header. If it works for billboards it’ll work on your website.
Can you tell us what the website on the right does? Show us your website “one step back” snap and lets see if we can tell what you do! Get in touch and let us help to add some POW! to your online presence.

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About Stuart Morrison

Stu Morrison's background in marketing, entertainment and web development has fused him into a guy thirsty for results in marketing. His regular talks on marketing and web conversion help others to gain more revenue from their websites. He also has a big moustache.