Microsoft Research has published a study that says website visitors spend a fleeting 10 seconds deciding if they want to stick around your website. That means you have to make sure your website design captures their attention immediately.
Here are a couple of tips to help you make the most of those fast first impressions.
Short, Engaging, Pain-Oriented Messaging. If your visitors are only hanging around for 10 seconds then you have only a few moments to grab their attention and get them to say, “hmmm, this company seems to understand my challenge.” You do that by creating messaging that highlights your prospect's pain. If you demonstrate that you understand your visitors' pains, then they are more likely to stick around long enough to see how you can solve those pains.
Remarkable Solutions. After you have proven that you understand your visitors' pains, then you need to provide unique and effective solutions. If you sound like all your competitors (whose sites your visitors have already looked at or are planning to look at next) why should they stay? They are looking for something different, something remarkable, something that grabs and holds their attention. Give it to them right there on the home page.
Compelling Images. People connect with other people. In fact, men and women both connect more easily with pictures of women. While the images on your home page don’t have to be people, you need to make sure that they deliver the emotional connection you need to grab your website visitors' attention and engage them with your company.
Video. People remember, relate to and are better able to share stories than, say, statistics. Video matches the way most people want to receive information about your company. Good videos tell stories. Research shows that video is proven to extend the average time-on-site data across a variety of B2B websites.
Testimonials. Your visitors don’t believe you but they do believe your customers. Testimonials, success stories, case studies and videos of clients all help your visitors feel safe, assuring them that you are able to deliver on your marketing promises.
Educational Offers. If you did well adding the content above, then it’s likely that your visitors passed the 10 second barrier and they clicked around a bit. If they like what you have to say, then they might want to get to know you a little better...but if you only have a single Contact Us form and they aren’t interested in a sales conversation yet, then they have no choice but to leave and keep looking.
Google tells us that this happens 99% of the time. If you have 500 visitors a month to your site, 495 of them are leaving without ever identifying themselves to you. Think of all those potential customers turning around and walking out the door. If you offer them educational information, conversion rates can go as high as 15%. Taking those 5 leads and making them 75 leads. That's the kind of performance improvement you can get excited about.
Start Today – Take a hard look at your site. What is it missing? Go ahead and make these changes. I know it feels different than what you have done in the past, but this is the right advice. You don’t have anything to lose. Add a video on the home page. Create a no risk offer, landing page, conversion form. Benchmark conversion rates and watch them rise when you add the features above.
Square 2 Marketing – Leading the Reality Marketing Revolution!
Posted By Author Mike Lieberman, CEO and Chief Revenue Scientist
Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.