The most important rule in web design is the Martian Rule:
Can a Martian tell in 4 seconds
- Who you are
- What you do
- Where you are?
And in less than 8 seconds
- What makes you the answer to their problem or need?
Martian Rule Content
First, the name of your company should be absolutely clear, and preferably in a way the visitor will remember. No point in selling them on a product if they don’t remember your name.
Second, it is wrong to think that visitors to your site know what you do. They may have stumbled on your site accidentally and may, or may not, be looking for your product or service. Even if they weren’t looking for what you offer but may use it at some point, make an impression so they will remember you when they need it. However, let them know what you do so they can get on with their search. And make it clear. For example, if your company name is Bob’s Furniture, that isn’t enough information- are you retail or wholesale, selling or renting, commercial or residential, etc.
Third, tell visitors where you are. There is no point in me pursuing a carpet cleaning firm in Rhode Island if I am in California. Even if you serve nationally or internationally, it’s better to let visitors feel grounded by knowing where you are. Showing no address gives a “fly-by-night” quality that doesn’t enhance most business profiles.
Finally, tell the visitor what sets you apart and how you serve their need in terms of their best interest (not yours). They don’t care if you have 27 degrees unless you tell them how that improves their life or experience. I will write more on this in my next post.
Need help? Richterworks Web creates business websites which appeals to Martians, and humans, too. Contact us today at 847-577-0491 or use our contact form).