In our previous post we talked about the #1 reason that websites fail: You are not solving your customer’s problems. Here is the second biggest reason:
YOU HAVE LESS THAN 4 SECONDS TO GET YOUR MESSAGE ACROSS.
People who make mistake #1 usually make mistake #2 as well.
Studies by The NN/Group show that you have 2 seconds to tell someone what you do and 2 seconds to make it relevant to them. The average time spent on a home page is 10 to 20 seconds, but you won’t make it to 4 seconds unless you get your message across right away.
THE 4 SECOND HOME PAGE MISTAKE
The 4 second mistake comes in two flavors:
1) The message just isn’t there or it’s too hard to figure out.
2) Too much text.
Your content has to be short, concise and visual. A picture speaks a thousand words and that picture can be critical in coaxing more time from your visitor. Use a headline and 1 or two sentences for each section, then link to an inner page on your site. The same study shows you add 4.4 seconds for every 100 words on your site.
AN EXERCISE
1) Use the stopwatch on your phone. Go to some websites and give youself 4 seconds or less, then close your eyes. Did you get what this site is about? Is it clear? Could it solve a problem for you?
2) Do the same thing for your website.
FIGURING OUT WHAT TO SAY AND WHAT NOT TO SAY IS HARD!
That’s why we’re here to help you. There’s a magic formula for it, and that’s what we use. Figuring out what images to use and how to use them is another trick. Email us at hello@21thirteen.com or call us at 646 808 0249 to get help.
The next post will be about another big mistake, so stay tuned. You need this information.
