The Zoo Tribe

Getting readers to a web page provides an opportunity to communicate with prospective buyers. Once there, though, social niceties are unimportant and the page must continually compete for reader attention. Otherwise, all the hard work of getting your web page in front of readers is wasted effort.

The ability to articulate your company’s products, services and value in fewer than 30 seconds is hugely important in face-to-face meetings. People tend to give up only a few seconds of attention during for you to state your case for why they should continue paying attention. Fail this and you might not get their attention back. The value of the 30 second pitch is a well-worn path, but it remains a key element in success of sales or promotional work.

So in the wild world of Search Engine Optimization, where the author may have unlimited space on her/his business blog, is this 30 second pitch still important? Of course the answer is ‘yes’ but the reader dynamic is somewhat different. Not only do you have to capture enough of the reader’s attention to convince him to click on your page, you have to continually compete for his attention to convince him to keep reading! So your thirty second pitch on your business blog or web page has to be carefully organized – even scripted – to first capture the reader’s attention and then continually campaign to keep it.

Internet readers don’t have to be nice or courteous when reading a web page. As no personal interaction exists, it is easy for a reader to click onto another page when distracted. The web page owner only has a few seconds then to provide value to the reader so that the reader will remain on his page. The internet constantly competes for your readers’ attention, so your page must continually compete against the larger web world.

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 – Content should be organized around the value statement. A claim of value that the reader will remember is highly useful here. Using bullet points to present further details of value also work well. Some web authors wrestle with content organization – especially in condensing the message down to a few key statements and points. Clearly stating the value though, sets reader expectations for the value they will receive by staying on the page.

Description Tagging – The description meta tag is what search engines present when users are seeking information. There really isn’t much room to work – usually only a few characters – but a way must be found to make the value statement so that readers can understand why they should click onto your page and not another one. Bold but logical claims help here. Statements similar to “decrease your travel costs by 25%” are quick invitations to prospective readers offering them an opportunity to learn how to enjoy a great benefit. The following text must then validate that claim.

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.

Principles of the ‘30-second pitch’ are highly useful in web content construction. Keeping readers on your page supports the investment made in attracting readers and can turn readers into customers.

SEO Consultants in Denver helps organizations grow by increasing sales and by generating revenue on the internet. Offering Low Cost SEO in Denver and Colorado, the company provides free consultations and estimates.