Does Your Site Pass the 7-Second Test?
The Internet is full of choices. If your visitor doesn’t understand AND see immediate value in your site’s content, they’re gone… and in most cases, gone forever. And that’s a shame; because that visitor could have been an ideal prospect for your products or services. They might have been your next customer!
If you want your site to convert, it all starts with your homepage (or initial landing page).
Bottom line, you’ve got only about seven seconds to hook your visitor. Unfortunately, websites abound that just don’t get it. To illustrate the point, it’s helpful to take a look at a couple real-life examples. If you were a visitor, how would you react to these two sites?
Ok… I spent my seven seconds, and I still have absolutely no clue what these folks are all about.
This site is more typical of the masses. It looks professional, but I’d bet no more effective at converting visitors into leads than the previous site.
Upon my seven second review, here’s what I know about this company:
- They provide professional services
- They enhance the link between business and operations
That’s really about it. Sounds good, but what in the world do they do? And how can they help me? It seems there are a host of other things on the site such as surveys, webinars, and news stories, but few folks will spend more time digging into these resources without a clear and compelling motivation.
OK – So what’s the key to making the most of your visitor’s first seven seconds?
1) Your homepage copy and visual elements should stay narrowly linked to your unique selling proposition.
2) Your homepage should display a prominent, attention getting headline, then build on that main point with a concise summary of your offering. Limit your headline to 10 words. Limit your offering statement to 40 words.
3) Your homepage copy should be customer focused, NOT you focused. You must clearly answer “what’s in it for them” within your headline and/or offering statement.
4) Your visual elements should clearly support and build interest in your copy. It should not distract from your copy.
So does your site pass the test?
Take some time now to take an objective look at your homepage – but not the way you typically look at your homepage. I want you to see it through the eyes of your prospects. I want you to literally launch the page and spend a max of seven seconds processing the content (images, text, etc.) found there. - seriously… get out your watch and spend no more than 7 seconds.
Then, close the window and think about the extent to which you agree or disagree with the following three statements (again, answer as if you are a prospect):
How’d you do? If you answered anything less than “Strongly Agree” on any of these questions, you’ve got room to improve. (and don’t worry… we all have work to do!)
Work hard to tighten/streamline the copy on your homepage, ensuring your messaging is tightly linked to your organization’s single biggest competitive advantage (i.e., your unique selling proposition). Also, ensure that any graphics support this core message, rather than distract from it.
If you’ve got an example of high converting homepage, send it over to info@business-shorts.com. I’d like to feature some of these best practice examples in a future post.
Keep marketing!
