When people Google, they know basically what they’re looking for so your site has to speak to your potential client/customer instantly. What with the bombardment of information we receive on a daily basis, no one wants to sit and read a lot of fluff about the details of your business. They want to know why they should choose you immediately. Everyone is in a hurry to do their research and get on to the decision making. If you don’t tell them right up front what makes you different and better than your competitors you had better believe they aren’t going to dig through the paragraphs of copy blabbing on about your superior this and ultimate that to find out for themselves. They are going to jump right to the next site listed on that first page of Google.
Your home page content should do these three things:
1. FOCUS on your differentiation – Choose one and only one differentiation because that is all people can remember. Do not list and describe all of your services on your home page. Make the decision to choose your company easy because your difference is obvious. The less information we are given, the more likely we are to remember it later. This FOCUS is fundamental to branding and should be maintained throughout all marketing materials. (more…)