For first time visitors, your website is an elevator pitch. It has just three seconds to deliver a message. An elevator pitch is a sales message that could be delivered in the span of an elevator ride, meaning its extremely short and to the point.
Website users have short attention spans. We are all quick to hit the back button if we don’t find what we’re looking for immediately.
The purpose of your website must be crystal clear. How many times have you landed on a website and not been able to grasp the basis of the site right away? In those cases, chances are you left the page quickly.
If I landed on your website, would I know precisely what your website is all about? If not, you have some work to do. Take a look at the tagline or description of your website. First of all, make sure you have one. Secondly, does it sum up your site?
Website visitors need to know they are in the right place to meet their specific demand. Fail to deliver the intention or summary of your website in a matter of seconds, and you’ll lose traffic.
To develop your own tagline or elevator pitch, imagine yourself sitting at a bar. After stiking up a conversation with the bartender, he asks you what you do for a living. You tell him your business name, which means nothing to him, so he rightfully asks, “what does your company do?”
Your plain-English answer is your elevator pitch. Make sure its on your website, front and center.
Tags: copywriting, web design, branding
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July 14th, 2008 at 1:08 pm
If so I think my blog was a broken elevator…