How to Write Websites for 5-Second Readers
There was a time when people would give you a whole eight seconds to learn about your company when they click on your website. Now you have to grab them in the first few seconds or they’re gone – maybe for good.
An estimated eight out of ten don’t get past the first sentence when they click to your page, and even if they do, only one of the two who read further will get through the rest of the content.
So, it’s pretty clear why the headline counts for so much. Put your energies there first – because you need to grab attention while also creating an accurate expectation of what follows. Promote a benefit. But remember, in that headline you are making a promise of what customers will get from your page. So build trust in this initial encounter by keeping that promise in the rest of your content.
From there, your introduction should be compelling and engaging. Perhaps offer an eye-popping statistic. (Ex: Did you know that the air inside your home could be five times more polluted than outdoor air?)
Then make the rest of your content skimmable. Subheads and bullet points draw the reader’s eye, so pump up the benefits in that high-value copy. Be concise, opting for short sentences, short words and short paragraphs. “Get rid of bad air” is better than “eliminate indoor air pollutants,” for example.
Create a sense of urgency by putting a limit on the time frame or availability. (Ex: We’ve only got five of last year’s model in stock, and when they’re gone, they’re gone. Or: If you call and schedule your service this month, you’ll get 20% off, but we must hear from you by 3/31 to claim your discount.)
And don’t forget your call to action. Make it clear what step you want your customer to take next.
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