Most websites (even marketing websites!) begin by explaining features about the company, e.g. how long they’ve been in business, what their premises look like, etc, etc.
The truth is that visitors to your website couldn’t give a hoot about the features of your company! What they primarily care about is WIIFM - ‘What’s In It For Me’.
And you’d better show them fast - else they’ll be gone (typically in under 8 seconds) - probably never to return.
The Paradox - You Have To Put Yourself
in Your Visitor’s Shoes
WIIFM - ‘What’s in it for me’. Are we really so self-centered? Well, yes, I’m afraid we are. Please don’t feel guilty - it’s just the way we’re hard-wired.
Sure, farther down the line, we care about others. But, first and foremost, we’re concerned about how we survive and thrive. That’s simple evolutionary common sense.
If you want your visitor to stay on your website, you need to heed WIIFM - ‘What’s in it for me’. But the paradox is this: the ‘me’ shouldn’t be you (i.e. your premises, etc). It should be them - your visitors.
You need to put yourself in your visitors’ shoes and address them - what they’re interested in, what they want.
What’s The Point of Filling a Bucket Full of Holes?
Most companies are concerned to get ‘targeted traffic’ (i.e. potential clients to their sites) through SEO (Search Engine Optimisation) and other clever stuff. And this is important - very important indeed.
But if most of your prospective clients leave your website in under 8 seconds, isn’t that just a little bit silly? (And we’ve all done it, me too!) Isn’t that rather like filling a bucket with water… which just runs out of all the holes in the bottom?
We need to show visitors to our websites the benefits of doing business with us. And we need to do this in a fun, interesting manner.
If possible, we should pack our websites with ‘FREE gifts’, so that visitors derive immediate benefit. One of the most valued gifts is FREE information which you give to your visitors and which will help them.
It’s not rocket science. I’m amazed when I see websites created and run by people ten times more clever than me… yet doomed to failure because they ‘broke the rules’.
Please - follow the rules if you want your website to be successful. If you need any help, or if you’d just like to talk things over, call me on:
Telephone: 07850 564 410
"Most Visitors Leave a Website in Under 8 Seconds!"
(And They Don't Come Back...)