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How to write online - a crash course in catching the reader

Imagine a person who is looking for what you offer, who land on your site's homepage - what can you offer to make him/her stay? Do you have a website where you brag about yourself, page up and page down (very common) or do you have a website where it's difficult to understand what you offer (also common)? Or do you have a website that, the minute someone enters, it feels like a warm and friendly place that gives the feeling that “You've come to the right place”? Then that's a signal that this is a company that knows its business.

The scary thing is that your website can really deter customers. The wonderful thing, however, is that it can also do the reverse.

The model that works is really very simple:

1. Present a problem for the visitors – it must be so close that he/she can feel the bitter taste of it.
2. Tell the visitors why it's a problem for them.
3. Explain in a nice way how your service solves the problem - simply, make sure that the reader wants more of what you can offer.
4. Note how the reader takes the next step in an easy way.

Simple, right?

Seven tips on what to do so that customers will stay for an hour on your website

1. Create a header on each page (there is no guarantee that customers come to your homepage) that will make their mouths water. But never use the general business babble, we've already heard it all before:
Lowest prices - click, goodbye.
Service-oriented - click, goodbye.

2. Get to the point right away on all pages. It simply means that you must show how you will solve their problems and meet their needs before they even begin to scroll down the page. Think about it for a moment: Do you take time to look for what you're looking for very long when you know you only need to press a button and get lots of new hits? I don't.

3. Give visitors a quick offer to do something. You want them to do something NOW. If they don't, they will disappear and you lose the chance.

4. Offer your visitors a free subscription to a newsletter with tips. This is a must. Give the letter a good name and tell people what they will get and what will happen with their addresses so they won't be worried that you are going to sell them or start sending them things they don't want.

5. Keep it simple. A common mistake is to have too many graphics and images. Modern web solutions makes it easy to add so much fancy stuff that it becomes hard to resist sometimes. Do this: Squint at the screen (yes, do it!) Do you see a main idea and something supporting it - or do you only see lots of colors, shapes, patterns, boxes and other disruptive stuff? Anything that interferes with the main message on the page should be removed.

6. Give visitors a reason to come back. You can help stimulate this desire by continuously updating the information on the website. If visitors arrive on October 10th and discover that the last article on the website was published on March 5, they will feel that the website is old and outdated. If your latest news is from October, chances are infinitely greater that they think of your website as a resource.

7. And why not work with before-and-after pictures for the project? Talk about exciting content!

There you go. Get to work and enjoy all the positive changes even by next month!


About the author

Stefan Ekberg has worked in marketing for small business for 20 years and has written around 30 books on how small business owners can market themselves with limited resources. . In 2012 Stefan was nominated as Entrepreneur of the Year in Stockholm.

230 000 prescribes to his free newsletter "The 5 minute marketer"
Every week some 230,000 prescribers gets his free newsletter about 5 minute marketing.

"The 5 minute marketer" - the book
You run a small business and you want to get ahead of the competition, but how can you give resources to marketing when you're short on time and the budget is tight? The solution is here! The 5-Minute Marketer is packed with 395 tried-and-tested ways to market your business in 5 minutes or less.