When someone lands on your website they are usually looking for something, whether that’s a product, a service or information. The secret of a good website is that their journey from their landing point to where they get what they want is seamless. There are no internal conversations going on in your visitor’s head:

“Is that the page I want? No, that’s not what I thought it would be.”
“Where’s the menu? Oh, is that it? No, doesn’t look like it.”
“Oooh, what a lot of boxes – I wonder which one I should click on.”
“I wish people didn’t have flashing adverts, it’s really hard to find out if they’ve got what I’m looking for.”
“This is a bit arty – but how do I find out whether they do X?”
“OMG – someone’s written a book on the front page, I haven’t got time to read that much.”

These are just a few of the thoughts that fly around your visitor’s head if you haven’t made their journey simple – and I’m sure you’ve visited a few sites yourself that trigger the same kind of thoughts!

Here’s the formula that helps your visitor to get what they want quickly and easily:

  • Clear headline that stands out on the page (whether that’s the home page or any other page) and engages the reader
  • Short, lively copy that is benefit rich and about the reader and their issues, not about what you do.
  • Copy that ends with a call to action – a ‘now do this’ statement – that is a link that takes them to where you want them to go next on your site or provides them with contact information for them to call or email you.
  • Of course, there are some other things that will help – and we’ll be talking about those tomorrow!
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