The 4 Second Rule
Internet searchers are impatient, and if they don’t see what they want in 4 seconds or less, they hit the ‘back’ button. When that happens, you’ve lost them for good
Let’s make your pages meet that 4-second rule…
First, the number one thing people are looking for on a website is contact information.
So, your pages must be easy to scan for the important information people want – what you do, where you do it, a few bullet points about your service, and your phone number or other contact information.
QUICK FIX: Make sure your contact information is in several places, but most importantly – at the top in a prominant position. Create a Click to Call button and place it in your header.
Second, scientific eye-tracking studies have shown that readers can’t, or won’t, read large blocks of text. Your customers want to know how you can help them fix their problem not your entire company history and since they won’t read large blocks of text anyway, reduce that text to bullets if you can.
QUICK FIX: Look at your text and see if it is filled with extraneous words and fluff and take most of it out! Then, put the benefits of working with you into bullet points and in a prominant position.
Third, Make your pages more focused – about one topic if possible. This also helps people find your offers easier when they search for you. The search engines rank pages, not web sites. And a focused message makes it easier for the search engines to understand the main point of each page and rank it accordingly.
Each focused (or ‘optimized’) page, concentrating on a single subject, will appear in search results when customers search for that particular product or service. This brings people looking for your solution to their problem directly to the page that solves their problem. Bring the right people to the right page and you will convert more of your visitors into buyers.
QUICK FIX: Create a ‘landing’ page – a page devoted to one product or service – for each service or product you want to promote. Make sure there is one clear message on that page. Create a call to action on each page and focus attention on each specific offer.