Whenever someone lands on you website, your sales page and even one of your social media channels one of the very first questions that ask themselves is “what’s in it for me?” It’s this question that you have to answer within the first few seconds of someone landing on your website if you don’t want them to bounce off to another website.
The Overall Design
You have no doubt heard the saying “dress to impress” well this is particularly true online. Your website head section is perhaps the most valuable real estate you own, as it’s above the fold and one of the first things visitors to your website see.
This means you have to give it the attention it deserves, start by evaluating whether or not it conveys the benefits that your audience might get from visiting your website. Let me give you an example, there’s a good chance your audience won’t understand the benefits they will get from your website if your header just says “Steve’s Website”
But if your header says “Online Marketing Tips from a 20 Year Veteran,” then your audience are much more likely to be engaged. All you have to do then is wrap this up within a professional looking design to increase your credibility in the eyes of your audience and you’ll find that people actually start to read your content and pay attention to what you have to say.
It doesn’t matter how good a piece of content is, if the headline isn’t engaging your audience enough to make them click through, consider it as your first and oftentimes the only chance to capture their attention. Upon reading you headline, people should be able to tell right away what the content is all about. It should get them all excited to read more because they are able to foresee the benefits.
No one wants to read blocks of solid text, people are drawn to graphics on a page long before they read anything. This is why every single blog post, article that your write for your content marketing activities needs to incorporate at least one image.
For example, if I was to include a picture depicting my ranking as the world top ten content marketing influencers (I’m currently ranked second), this would give them a massive hint on the “what’s in it for me” answers in an article about content marketing. That image could be a lot more powerful than any words I chose to use.
And don’t forget to take advantage of that small spot right beneath the image, a lot of studies show that captions beneath images are more likely to be read than in most parts of a website.
The introduction or open paragraph should immediately pull visitors into your content and make them want to read your entire blog post and then move on to the next and the next. I’ve found it always a good policy to tell people what you are going to tell them in the introduction, then you tell them what you are going to tell them in the body of your article and then you tell them what you have told them in the conclusion.
A combination of these techniques will help you convey to your audience what’s in it for them in just a few seconds. If you do these things right then you will increase your audience, earn new fans and ultimately bring in more sales.