The fact is that today you have sometimes only milliseconds to make a first impression and often never a chance to change that impression. In person, people make their first impression of you in less than 17 seconds – typically between 4 and 12 seconds. On the internet, people make a decision about a website (thus the business) in less than a second – 3 seconds tops. Once the impression is made, it takes focused effort to reverse it, if you ever have that chance.
In my business, I constantly hear, “I don’t get any business from my website but my sales are doing ok,” or “I just put a website up because someone told me I should but I don’t get any traffic so I don’t update it”, among dozens of other reasons companies don’t focus on their website messaging.
The fact is that you may not be losing business because of poor website design or content but you are definitely not gaining business that way
Cosmetically, your website has to be appealing for people to even read the content. In less than 1/20 th of a second, people decide if they are going to stay on the site or go somewhere else. If it is too busy, looks unprofessional or just downright ugly, people leave; however once you get past the first hurdle, you can still lose a potential client in less than 30 seconds. The content has to be worth their time.
With the influx of information available today, your landing page has to say – clearly and concisely – what you stand for, what you offer and why you are unique. Content is king. Effective content, written in proper SEO (Search Engine Optimization) style is what will bring your clients back and attract new clients to your site, ultimately to your business.
As those bullies grew up (and hopefully grew out of some of those habits), a whole new group of bullies was born
SEO, simply stated, is writing content that attracts the specific target audience you are interested in which organically drives traffic to your site. If you sell leather hats, your Home Page needs to be written to attract customers interested in buying leather hats; therefore the term leather hats needs to be used frequently in the first page that your customers see. If you offer typing services, your Home Page needs to state that you offer typing services. This sounds simple but take a look at a few web sites and see how many of them completely miss their target on the first page.
Good content on your website will increase your visitor to customer conversion rate and that’s what we are all interested in. Does it really matter if you have 200,000 visitors a day if no one ever buys your product or service?
Professional copywriters make a big difference in helping you make your first impression. Is it really worth hurrying to add content to your site if it doesn’t make the impression you want? You rarely have a second time to make a first impression and your first impression can be lost in 1 second.
As children, we all knew them – the ‘bullies’. The ones that started fights on the playground or the ones that knocked books out of people’s arms just because they could or the ones that just bucked the rules for the sake of doing it.
The corporate bullies. The ones that are too weak to accomplish anything on their own so they sabotage others to get ahead.