If your website doesn’t grab the reader’s attention it sucks. Period. And you only have 3 seconds to do it.
Attention spans for the average web user are dropping all the time. With so much ‘noise’ out there if you don’t pique the readers interest fast, they’ll move on.
The rule of 3’s
You may have heard me talk about the rule of 3’s before:
- You have 3 seconds to grab people’s attention with your headline.
- Then you have around 30 seconds to get their interest. Do it well and…
- You get three minutes to convince them – at most!
So does your website pass the test?
Here are my top 5 reasons why your website sucks:
It’s all about you and not about your clients. I’ve lost count of the number of sites I have seen that “we” all over the internet. We do this, we do that, aren’t we great. That’s not the way to win your client’s trust and build a rapport with them. Go back to marketing basics and apply them to your website – now!
The end user experience is cr@p. This could mean a number of different things from broken links, disjointed headers as you scroll, slow loading pages right through to inability to read it on anything other than a widescreen desktop. Over 50% of web traffic is now viewed on a mobile or tablet. Make that 90% for Facebook ads. So if it isn’t responsive your website sucks.
It’s irrelevant. Traffic doesn’t just find your website – it gets there because it was sent there. Either you sent the reader there to check you out or you put out some form of marketing that sent the reader to the site. But if the page you sent them to isn’t directly relevant to why you sent them there, your website sucks. This is such a fundamental principle that Google even built it into their algorithm for calculating where your pay per click ads will feature. That’s how important it is.
Your readers don’t know what they should do. What do you want your website visitor to do? Are they to sign up for something? Should they book a call? Should they download something. Without clear direction they WILL do something – and it will probably be to click away from your site.
It’s stale – like yesterday’s French bread. People like to do business with dynamic, responsive organisations. If your website hasn’t changed in the last six months that hardly denotes dynamism. If your last blog post was 12 weeks ago and your Twitter feed shows tweets from a few weeks back, they are going to wonder if they will get a similar level of attention as your client. I’m not saying you should be making daily changes, but regular content refreshes are essential.
That leads nicely into how I can help……
You may have heard me talk about the achieve 365 library. It’s a growing and constantly refreshed repository of the best business advice available to entrepreneurs. That advice has been gleaned from a team that has built 8 separate £1m businesses over the last ten years. And it’s practical advice, not airy-fairy theoretical waffle. The advice is distilled into a series of Implementation Plans, each one covering a particular aspect or creating, building or running your business.
And yes – there is an Implementation Plan covering your website. It’s a checklist covering 14 different aspects of how to turn your website into the ultimate conversion machine. Don’t let your website be a lemon. Book a free 30 minute call with me and find out how Achieve 365 can help you. Just click on the link here or on the phone and book your call.