Businesses spent $70 billion on Google AdWords purchases and SEO tools last year. And all of it is really wasted money if your website can’t hold these visitors once they arrive. It’s really no different than doing loads of advertising and promotions to get buyers to come into your brick and mortar store, only to then have them leave in ten seconds without looking around or buying anything.
I am not saying that you shouldn’t invest in SEO and AdWords enhancers. But only after you’ve got your website developed properly -- most importantly, your landing page.
You have 10 seconds to get your value proposition across to keep your visitor from leaving
Microsoft Research analyzed data from "a popular web browser plug-in," looking at page-visit length for 205,873 different web pages which totaled 10,000 visits. One key finding was that decisions to keep looking into the website were made in approximately 10 seconds.
In our working with firms on website redesign, the number one issue is getting their landing page to clearly communicate their value proposition and look appealing, to get visitors to go deeper into the site. Unless they are a repeat customer, they most likely have found you by word of mouth, reading about you in the press or online, or from a search engine.
A large majority of the time the visitor has found you because they have a need. It could be a leaky roof, a broken water heater, a car in need of repair, cosmetic surgery or an IRS audit. They want to know how will you take away their pain and what are the differentiators to using you rather than a competitor.
Ten seconds – that’s it. Does your web landing page do this? Remember, you never do get a second chance to make a good first impression. Even after spending a lot on SEO and AdWords.
As attorneys move beyond providing just legal advice to being a trusted advisor to their clients, an area where they can add great value is in another court: the court of public opinion. According to the Wall Street Journal, a survey of CEOs found reputation damage as their number one strategic risk.
Attorneys have seen how a client’s reputation can be severely damaged long before setting foot inside a courtroom. Arthur Andersen was recognized as the leading global accounting firm, the gold standard in the industry. But three months after the onset of the Enron crisis, it was out of business. Not because of a legal proceeding or a trial -- that would come months later and ironically, clear them of charges -- but because of mass client defections driven by reputational damage from negative press coverage.
In working with the press, here are ten tips to follow: