Websites are the most important marketing tool of small business.
Your website’s function is to educate, inform, and influence (motivate) site visitors to want to do business with you. To this end, it is crucial that visitors to your website are exposed to your uniqueness, and to all the benefits they get when buying your product or service. And that means capturing their attention immediately, with a strong Marketing Message (aka Value Proposition aka Branding Statement).
Get this initial part right, and everything else becomes a lot easier.
Most small business and non-profit websites share a common lament: our website is modern, it’s slick, and it’s pretty…unfortunately it’s not effective.
We need to find out what’s really wrong. But as my old grandpa used to tell me – always check the least expensive, easiest to fix thing first – and in this case – that’s the copywriting on your site.
What does a wristwatch have to do with your website effectiveness? Everything.
Have you ever seen someone look at their wristwatch and then ask them, “What time is it, please?” only to see them look at their watch again before answering? It happens more frequently than you might think. In fact, I estimate it happens about two-thirds of the time.
Why do you suppose that is?
When people look at their watch, what are they looking for?
The simple answer is, “They want to know the time.” Yes, but then why look again when someone asks for the time only a few seconds after they checked their watch?
The answer to this will help you to better website effectiveness.
People check their watch to determine something other than the time.
I first noticed this phenomenon years ago. I was in a meeting with about a dozen people when the person next to me checked their watch. I asked, “So, what time is it?” The answer surprised me. “I don’t know, but we’re running late.” It dawned on me that people look at their watch to find out, not what time it is, but where they stand relative to something else.
Now let’s tie this to your Website Effectiveness
They are looking for what’s important to them.
And this all takes place inside about seven seconds.
If they don’t immediately see what their looking for, they’re likely to leave the site and take no further action – costing you an opportunity and hurting your website effectiveness.
We all want our websites, landing pages, and advertisements to be as effective as possible – i.e. to generate clicks, conversions, and sales.
The place to start is to check your site’s Website Effectiveness Score with a short, free, private test. It takes less than seven minutes and is self-scoring. Nobody knows the outcome but you.
And once you’re armed with the facts, you have the power to fix anything that might be holding you back.
You’ll be able to pinpoint any problems and fix them fast.
Of course, our Radical WebPower course, included in my How To Write Copy System is designed to help you do just that. Find the problem – fix the problem. And Fix It Fast.