Your website: Does it resonate in 20 seconds?

The comments below are my personal opinions and do not represent those of any company I am associated with. I may be stating the obvious in this article but hope you find my comments of value.

I am not a website developer nor a marketing guru, I am someone who likes to do his homework and learn about a company as a buyer of their service/product or as a seller of my service/product to them.

Question: when someone lands on your website home page what is the first thing you want them to ‘get’ about your company, in 20 seconds or less? I ask, because in some cases I shake my head when I first land on some websites….the value proposition just does not jump out at me.

I would contend that people come to your website for four main reasons:

1.       They are doing research to find out who can help them solve their problem, and your company was on the list – now they want to know whether there is a fit with what you do and what they need

2.       They want to become more familiar with what you do before agreeing to a meeting or trying to get one with you

3.       They are looking for a job

4.       They are checking out someone who has claimed to be associated with your company

Does your site quickly tell the audience what business challenge(s) you can solve for them? In my opinion, many websites’ landing page are ‘fluffy’ (i.e., appealing to the eye and lovely prose but ‘where’s the beef?’)

In my experience, some just do not state their value proposition right away, forcing people to dig around and waste time. I have bailed on looking through the odd website for information because it was just soooo badly presented.

I believe your website should answer this question first: “What do you do and why should I care” (or even more to the point ‘what and so what’)? I am not going to apologize if this all sounds too ‘salesy’. Your audience needs to know right away and in a way that entices them to dig deeper or better yet – reach out you? Isn’t that the purpose of your website’s home/landing page?

Of course, potential customers may also want to know:

1.       Who are the key people on the leadership team. A picture and a short bio help. A link to their Linked In profile and/or email address is ideal

2.       Who are your customers and partners? (use logos if you have permission)

3.       Testimonials are always nice but if it is an unnamed one – its not worth much in my view

4.       What kind of services/projects have you done and for whom? Results? (or at least in what vertical if you cannot name the client company)

5.       Where are you located? (Head office may be important to the audience and your time zone)

6.       How to contact you so they can ask question to learn more – make sure you have a way for someone to respond quickly to an enquiry (occasionally I have waited weeks).

7.       Chatbots are occasionally good. but after asking question 2 or 3 different ways and not getting an answer of any relevance, other than to call a tollfree number – dump it until it is smarter.

I believe that of secondary value to someone landing on your website for the first time are:

·        Recent news – keep it up to date!

·        Your most recent papers, projects, and articles

·        Make sure there are no typos – when I see any obvious ones, it speaks volumes.

Often your website is the first opportunity to make a good first impression with a prospective customer. Make it clear what problem(s) you solve, right up front!  

A final thought: ask some of your sales people - is there anything on the website that conflicts with what you are telling prospects and customers?