They say that when scanning a newspaper article, readers typically will read the first and last paragraphs to get the main idea of the story. If their interest is heightened through those two paragraphs, they may go on to read what’s in between.
The pattern is not much different for those perusing a company website. Unless they are scanning for specific, detailed information, they may visit a site, read one or two chunks of copy to find out what it’s all about, and move on to the next site.
This gives you, what, 30 seconds to maybe two minutes of time to capture their interest? So brevity, especially on a home page, is crucial. Offering crisp, concise copy that captures the essence of what you do or make is the key to luring new customers, investors and employees.
That’s not to say that you have to leave out important information. Think instead of teasing readers with highlights of your business and then, once you’ve got them hooked, sending them on to pages within the site for more details.
More next time…
SAVE THE DATE:
Cleveland Wine Festival
June 27 and 28
Voinovich Park
www.clevelandwinefestival.com
For $20 (in advance; $30 at the door), you get 10 tastings, a keepsake glass and the chance to buy wines at a discounted price. The festival features 220 wines from around the world and food by local restaurants and caterers
