Okay, when it comes to your website, here’s a statistic that should scare you a little bit:
It takes 50 milliseconds (that’s 0.05 seconds!) for users to form an opinion about your website, determining whether they like your site or not and whether they’ll stay or leave.
And if that wasn’t scary enough, here’s another mind-blogging stat:
The average site visitor spends around 5-seconds looking at your website’s written content.
No pressure, huh?
So, if visitors are bouncing off your website, something isn’t clicking with them.
Reasons why people are bouncing off your website.
There could be several reasons why bounce as soon as they arrive, but the most likely culprits are:
If your site hasn’t had a face lift since 2015, it’s likely the flow and navigability is clunky, the images and fonts are dated and the load time is slower than rush hour traffic.
Unengaging written content
These days, your copy has to engage customers’ emotions and be all about why you’re the answer to their problems. It’s 99.9% NOT about how awesome you are (even though you are!).
So, what can you do to fix it?
Three key questions that keep people on your website.
The first thing you can do to make a great impression and keep people on your site is to invest in web design.
Sure, you might be able to knock up a nice design in WordPress, but do you know how to:
- Create a website which reads and flows smoothly?
- Write engaging copy?
- Make sure it works on multiple devices?
- Reduce load time, so it loads super-fast?
- For many, it’ll be a no to most or all of the above.
But here’s the thing: you trained as a coach, not a web designer. And, for lots of coaches, investing in web design might not be in your budget right now.
So, if that’s definitely off the table, what can you do?
Well, the second best thing you can do is make sure your website answers three key questions within 5 seconds of someone landing on your site.
The three questions are:
1. Where am I?
There’s a reason why people pop a logo at the top left-hand corner of their site. Not because it looks pretty, but because that’s where people look to find out where they are.
2. What is this?
The opening statement of your header is important for precisely this reason. A great copywriter can mix clever with clear, but if you’re ever in doubt, always opt for a clear explanation of the service you provide in as few words as possible.
3. Is it for me?
Your audience needs to know your website is the place for them. That’s why niching and being able to say you do this for that person is so damn valuable.
How to capture attention in 5 seconds.
While you might tailor the visual style of your website header, you should use the core content outlined below as your framework:
Make sure you keep your copy clear, concise and compelling, otherwise your visitors will feel overwhelmed and bounce straight off your site.
Here are a few examples to inspire you:
1. The Good Alliance
What is it about: You want to change the world. We want to help you do it.
Is it for me: We help socially motivated entrepreneurs build their brand, improve their marketing and scale their impact.
2. The Hunger Project
What is it about: Together we can end hunger by 2030.
Is it for me: We believe hungry people themselves are the key to ending hunger. Join the movement and The Hunger Project break the cycle of poverty.
3. Bereavement Coach
What is it about: Your life shouldn’t end when theirs does.
Is it for me: Coaching and support for loss and bereavement.
Working out which headline and descriptions suit your business takes time and patience. Never go with the first thing that pops into your head.
Instead, grab a pen and a pad, sit down for 30 minutes and write down:
a) Potential headlines for your website
b) Potential descriptions for your website
Brainstorm as many as you can, even if they seem silly. It’s not about finding the most perfect sentence at this point, it’s about getting as many ideas as possible down on paper.
Once you have your ideas, that’s when you can mix and match your headlines and descriptions. Cut some of them down and refine them until you have something pretty special.
Join The Brand Bootcamp.
Answering our three key questions and brainstorming your headlines and descriptions and implementing them onto your site means you’ll have taken the first steps in capturing the attention of potential customers.
But what if you don’t have time?
Or it’s just not your thing?
Well, that’s where we can help.
By signing up for our Brand Bootcamp, The Good Alliance will help you:
- Clarify your vision
- Craft your compelling story
- Develop your brand identity
And we’ll share it all proudly on a modern website that’ll inspire interest with seconds to spare, increase your leads and reduce your bounce rate.
Or for more writing help, check out our article, Why you need to hire a copywriter.
Copywriter & author
Matt is a freelance copywriter, specialising in whatever you throw at him. He’s also an author, runs writing workshops in schools and has hyper-mobility in his thumbs.