ByrnesMedia

THE TEN SECOND WEB TUNE-UP

Chris Byrnes

Did you know that you've only got 10 seconds to capture a website visitor's attention? That's according to some new research about the average person's web habits. In short, they make their decision based on what they see on the opening page of your web site. There are also some indicators "above the fold," - what they see on the first page without having to scroll down - that often determines if they will spend more time on your site or click to the next site.

 

Just as you need to sell a benefit on the air, you also need to sell a benefit on your web site. Tell me "W-I-I-F-M" - what's in it for me is of critical importance when trying to make your web site "sticky." This first screen is the most valuable real estate on your website because this is the screen that all visitors see. What they see in those first 10 seconds often determines "should I stay or should I go." The first page of your website needs to clearly communicate the biggest, most compelling benefit you have to offer your visitors. While this sounds so obvious, there is a great deal of evidence that website owners make the fatal mistake of actually driving people away, and limit the opportunity to "make a sale" in those first 10 seconds. Any newspaper editor will tell you that your headline can make or break your success. But for some reason this does not happen on websites. The very first thing that should draw the eyes of your visitors when they arrive is the headline that clearly states the biggest benefit your site has to offer. Graphics, logos, illustrations, menus, and links should never overpower or distract from this critical element. Here then are the six most common mistakes made by a web designers:

 

  1. They overwhelm the web visitor with too many graphics. Remember there are a lot of people using dial-up, or slow computers. If it takes too long to load page one, they will surf away.

 

  1. They confuse the web visitor by pointing them in 10 different directions with links to here there and everywhere else. They have come to your website for a reason. Don't drive them away.

 

  1. They cram the page with too many flashy banners, which confuses the web visitor, and distracts their attention.

 

  1. They use too much "flash" in order to look cool or hip. The end result is that the pages take too long to load and the user surfs off to another site.

 

  1. They fail to sell a benefit on the opening page. Even worse they will put a meaningless mission statement on page one. Remember the value of this real estate.

 

  1. They fail to make the information easy to read, easy to understand, and most important, relevant.

 

A recent survey asked 10,000 website visitors to list the most important reason that drove them to the site. Here are the top eight:

 

  1. To make their lives easier.

 

  1. To save themselves money.

 

  1. To save time.

 

  1. To help them in their personal or professional lives.

 

  1. To provide them with additional income.

 

  1. For entertainment value.

 

  1. To make themselves more attractive to their peers or friends.

 

  1. To feel better about themselves.

 

If you'd like our experts to conduct an audit of your website and offer suggestions on how to make it better, call our office at (905) 332-1331.

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