This is how long (short!) you have before someone decides if your website is the right place for them.
Go look at your website, and try to imagine you just landed on it for the first time. Pretend you don't know yourself. Pretend you have a real problem you are trying to solve. Pretend you are skeptical of websites in general.
Now, how do you feel looking at your website? Is what you see creating an emotional pull? Do you immediately know what is being sold here and why it's for you?
What we're talking about is website strategy, with a focus on copy, from the perspective of Who, What, When, Where, Why and How.
WHO are you speaking to? Everyone? Noone? Do you know who you're trying to reach and what it is, exactly, that they are looking for?
Is it obvious from your website WHAT you are selling? The goal is not to talk about yourself or your product too much, but I've seen so many websites where you actually have to dig and dig just to figure out what the site is trying to sell
WHEN is the best time to buy? Can you create a sense of urgency? Can you use the time of year or a specific holiday to create a more personal and custom feel to your messaging?
WHERE do you want your site visitors to go. Don't assume that they will know what you want from them, and don't confuse people with elaborate navigation menus and too many choices. The internet is about quick decisions. The more you can direct people with purpose, the more people are going to end up where you want them to go.
WHY is your website the right place for me? Are you speaking about yourself, or are you showing that you know exactly what is going on in my head? The more you can show me that you understand my thoughts, my needs, my fears and my desires, the more I am going to trust that you have the solution.
This is slightly less connected to copy and more connected to process, but copy still plays a big part. HOW does someone purchase from you. Is it as quick and seamless as possible? Is it obvious to the buyer what they need to do next? Do you accept all forms of payment? Figure out where you are creating barriers in the buying process and remove them.
So I hope that helps.
And if you would like to dig deeper and really take a big step towards creating an effective system around your website that will move your business forward, feel free to join our free Facebook group, 'Turn Your Website Into A Selling Machine.'
Click here, and request to join when you get there.
See you soon!