Writing on a ‘need to know’ basis

Heathrow Departure LoungeSome websites try to tell everybody everything. However, there is no point in doing this, because your website is a step in a process. 

Site visitors have done something before they landed there – maybe they clicked on an ad, perhaps they typed your web address from your business card, or they found your site on a Google search. 

And you want them to do something after visiting your site, whether that is clicking a ’buy now’ button, phoning to make an appointment, or giving you their email address so you can keep in touch with them.

[As an aside, lead generation is increasingly difficult because all our inboxes are full to overflowing, and so are theirs. So you have to offer a really tempting incentive for someone to relinquish their precious contact details. And make sure it’s GDPR-compliant.]

Your website therefore needs to acknowledge where they are at, and then make their next step really obvious and simple.

You don’t need to tell them every single thing that will happen next. You only need to tell them the one thing they need to know at each point.

Think about it like this.

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