Companies invest huge sums in attracting visitors to their web pages. Why would they then allow readers to drop off the page because of poorly organized content? Of course companies that invest in Search Engine Optimization as a way to attract internet viewers want to keep readers on their page as long as possible.

Articulation of the value proposition you offer prospective clients in fewer than thirty seconds is of course imperative when meeting with prospects face to face. Prospects are receptive to a meaningful message for only a few seconds. A solid reason must be provided during this short time for the listener to keep paying attention. Lose the prospect’s attention here and it might be gone for good. Communicating the value statement in a very short period of time is then extremely important in building relationships and in sales work.

Many page authors make the mistake of occupying too much web page space to communicate simple value statements. In the case of a web page though, the 30-second rule applies multiple times per page and means that the author must continually campaign to keep reader attention. This often requires a careful scripting and organization of the web page message and generally involves two phases: getting the reader’s attention and keeping it throughout the page.

Social manners do not impact how a reader views a web page. If a page is confusing or doesn’t provide value, the reader clicks on to the next page or article. Reader’s don’t worry about being rude and can click off a page in a second. As people generally can read much more quickly than they speak, the page author has very few precious seconds to make the value statement and provide a really good reason for the reader to stay on the page.

Appearing #1 on the Google Search Results does little good if readers click off the page after a moment or two. Utilizing the same “30-second rules” that apply to face-to-face sales meetings though, can go a long way in avoiding reader attrition. The four main points in structuring web content or a blog post using the 30 second rules then are:

Information Organization Description Tagging Value Statement Humor and Wit

Organization – State the value up front with a bold claim or single reason the readers should pay attention. Bullet points can work nicely in that they lay out what the reader can expect to get by continuing down the page. Organizing a composition- for some authors- can be dreadfully difficult, but it is an absolute essential in competing for reader attention. State clearly the value of each point you are making and creatively remind her/him why it is important to keep reading.

Description Tags – When your page is returned on a search result, the display usually includes a sentence or two from the description that you set when you built the page. Brevity is a huge challenge here. You only have a few characters to work with in convincing a prospective reader to click on your page. Bold statements, quickly delivered are the key to success. Statements similar to “Improve Profits by 30% in 30 days” are useful, but the author must back up any bold statements with solid facts and statistics later on the page.

Value – Continually make the case that each reader can expect value from reading on. Provide quick examples of that value in each paragraph. What exactly is your page’s value? Will the customer earn more revenue? Will he/she have more fun? Whatever it is… make it clear to the user that he/she needs to keep reading to learn more about all the benefits you intend to provide. When organizing your composition, think carefully about the different bits of value you provide customers. Then simply tell the reader about those benefits one statement at a time.

Humor and Wit – Disarming a prospect with wit and charm is an age-old sales tactic that can also be quite effective when used on a web page. Frequently though, use of humor is more effective when used farther down the page, when competing for continued reader attention becomes more difficult. Wit also helps in making the reader more comfortable in taking the ‘action’ that you need – such as in completing a ‘contact-me’ form or making a telephone call.

Companies selling on the internet can greatly reader attrition on their web pages by using principles of the ’30 second pitch.’ Besides, what good does it do to convince a reader to look at your page and then loose him/her because of poorly organized content?

Denver SEO Consultants assists organizations expand by increasing sales and by producing revenue on the internet. Delivering Low Cost SEO services, the company provides link building, article distribution, Press Release composition and distribution and all services necessary to get your page placed among the top results. Contact us today for a no-cost consultation!

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