Revised September 10, 2020

Twitter, YouTube videos, text messaging…there’s no question attention spans are short. Everyone is busy, asked constantly to “do more with less,” including most critically their time. To connect with buyers in this environment, your business website needs to provide them with the information they need—quickly and concisely.

By the time a buyer reaches your site, he or she has likely done the basic research. The problem is defined, the solution set narrowed, and now it’s time to choose between competing vendors. In order to make the short list, and ideally to win the business, your site needs to quickly answer five critical questions.

1. Who are you? Unless your brand is a household name, at least within your industry, this is a critical element. Don’t waste your “About” page company history and trivia—make it “sell” your company. [Read more…]