How to reel in visitors immediately
Value statements. First, when it comes to your company's website, you need to give users a succinct value proposition. Tell them why they should care. Ideally, they're there because they do care or because a friend told them they should. But that is not enough. Users today also need to see social proof that exhibits why they should believe what your company tells them. Do you have testimonials or case studies you can share? Highlight likely scenarios for users to help them see how they might receive the same benefits experienced by others like them. (Tip: Integrating targeting tools into your website helps you do this more efficiently.)
Comparison facilitators. Know that users are not insulated like in-store shoppers, and they're more likely to compare you to competitors while online. Help them on their path and provide them with the ability to compare your product or service to others you offer -- or even competitors' products. Expect them to consider others, so head them off at the pass and be clear about your unique differences. Make sure you know, through research, which are the most important differences to the majority of consumers and focus on those. (But don't overdo it.) Additionally, make those differences scanable either through the use of bullets or pictures. The point is to make understanding your differentiators easy. Be sure to focus on the 20 percent that make 80 percent of the difference.
Useful resources. Provide immediate value to the consumer. They're more likely to give you their money in the long run if you provide them additional value in the short term. Even in the short term, they may provide you with something simple, such as their email address, if you give them access to calculators, whitepapers, or other items of value during their time on your site.
