We’ve just spent some weeks working with our team developing our new website (yes, hoorah we’re excited about it – have a look at http://www.howtofranchisesimply.com.au/ and tell us what you think at email@example.com) and after lots of research here’s what we’d like to share with you.
Does your Homepage or headline clearly state the number 1 problem that your prospect is facing right now?
And do you offer a solution to that problem?
In these days of high-speed media offering a huge choice of anything we are looking for… whether it be a service a product or information, we have all become fairly impatient when looking for a solution. The plain fact is that no one reads all the copy. Just think about flicking through a magazine in the doctor’s surgery or when sitting in an aircraft. It takes something to catch your eye for you to give it your attention and read the story.
This is nothing new.
In the world of exhibitions, this very brief opportunity to grab someone’s attention has been acknowledged for decades. If you’re walking past a stand you’ve two seconds to grab someone’s attention and a further 10 seconds for them to scan and absorb your message before they walk on to the next booth.That’s exactly the story online and why a wonderful story of your history with lots of copy and your name blazed across the headline serves nothing more (and you might not like this home truth) than to build your ego.
It’s really very simple — if you’ve got a headache you want a Panadol and you don’t have the patience or indeed the interest to read the details of all the contents etc. etc. All you want is to fix the problem. Just think of the product you offer in the same light — whether it’s clearing up acne, cleaning a dirty house or repairing broken tap washer.
And – this is critical – it all needs to be above the fold – in other words on the opening screen without the need to scroll down. If your headline and the subsequent solution you offer does the job, then your visitor will want to look further but otherwise it’s likely they’ll be off to the next competitor and you’ll have lost them for good. [Read more…]