Have you ever been to a website before, and for the life of you couldn't find a way to effectively demonstrate your interest in the business? We all have. And what's your next move? Back button, click the next business, and buy from them instead.
You would think that in this day and age, with almost everyone having a website for their product or service, that these concepts would almost come naturally. But they don't. Quite often, people think about how to make their site look good, or that this feature would be cool, instead of putting themselves into the shoes of the people visiting the site.
Fun fact: According to a MicroSoft study, people have an attention span shorter than that of a goldfish.
What does that mean for you? It means that if you don't grab the customer and show them what they're looking for in the first 8 seconds of them being on your site, fugetaboutit. They will bounce off of your site and out of your life forever.
It is imperative to answer their questions right away about what your business is and how it addresses the prospect's pain points. Do that, and you have them for a few more seconds.
Tell them the good things about your business and how it will alleviate their ills, and you have them for a little more time even still.
Then you get to the offer, and it's time to give them a way to get in contact and/or buy from you.
Congrats, you have just optimized the content on your site to guide the prospect into your loving arms, where they will want to give you their money.
But it doesn't end there. Let's say someone sees everything and still wants to leave. Are you gonna let 'em? Well are you? No way! Put a popup lead grab on the site, so that when someone takes the mouse off the page and goes to close the window, something jumps up and asks if they're really sure they want to leave. Even better, offer them something of value that is almost too good to be true in return for their email address. It's not going to work every single time, but even if it works on 10% of visitors, that's 10% more people giving you their info than before.