People visit websites because they want something. Maybe they want to be entertained for a couple of minutes or informed about a particular event; maybe they want to find the cheapest flight to Helsinki or where they can buy a really good lawnmower. What they want varies but it’s always something. That’s why it’s important when creating a website to be very clear about what you’re offering and how it will benefit your visitors.

Benefits, Not Features

Focus on benefits not features. Instead of going on in detail about what you do, talk instead about how it helps them. Show how your goods or service solve a problem in a way that no one else’s can. Then give a clear call to action, showing the readers what they need to do in order to benefit from you. This may be a link to an order form or your contact information or your office’s address. Whatever it is, it should be prominent, giving your visitors a clear process to follow.

People aren’t going to spend a lot of time on your website so make sure that your site quickly and clearly shows them how you can help them. If you don’t get their attention quickly with an impressive offer, they’ll soon be off visiting someone else.