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First Impressions Are Everything

Better to be different!

What does a 30 second commercial have in common with your home page?

Both must effectively communicate a USP, or unique value proposition, in under 30 seconds.

Did you know that the large majority of visitors at your web site leave after 30 seconds, never to return again?

Let’s examine this a bit further.

There’s an old marketing mantra; “It’s better to be different than it is to be better…”

Most 30 second commercials are lifeless and uninspiring, just like most home pages.

When you’re giving a 30 second commercial at a networking event, it’s crucial to be able to quickly describe what you do and appeal to your target audience on the spot. The purpose of your 30-second USP or “commercial” is to communicate who you are, who your company is, and what you do, quickly.

Your 30 second commercial should ask one or more compelling questions that tune directly into the “WII-FM” (what’s in it for me?). A compelling statement shows how you can help others and ends with why the customer should act now.

What makes an exceptionally good 30 second commercial? A good 30 second commercial communicates how you are different (not just better) from your competition.

Marketing is the battle of perceptions, not products. It’s essential to set aside some time to brainstorm a set of smart USP’s.

A good 30 second commercial doesn’t just compete (we’re the best game in town), it eliminates (we’re the only game in town worth your time/money/attention/etc.).

But what about your web site? Does your web site clearly communicate your unique selling proposition? Does it get visitors to a warm and fuzzy feeling before 30 seconds? As internet marketing consultants and web marketers with proven track record for success, we advise our clients to set aside several hourly strategy sessions with us to focus on their USP.

Home Page Conversion Strategy

Your web site home page should have distinct sections, or segments that appeal to visitors specific interests.

Think about all the people that visit your site for a moment. How many distinct groups can you create?

By breaking the visitors into distinct groups and then cataloging everything we know about each one, it makes it easier to create content targeted to each important demographic.

For example, if you have a hotel web site, it’s likely that there are four major categories of people visiting your web site. Each group has different needs that we need to identify.

Business travelers.
Main interests: e.g. a staffed business center

Leisure travelers.
Main Interests: e.g. a guide to local attractions.

Conference attendees.
Main interests: e.g. fitness center

Main interests: e.g. kids area

Main interests: e.g. romantic dinner package

International visitors.
Main interests: e.g. bi-lingual staff

By presenting different messages for each major category of visitors, we will more effectively communicate our value offering, and improve the effectiveness of our marketing.

The idea is to segment your offering and speak directly to the needs of the market segment. If you have more than eight major market segments, you might need to simplify your business model.

Below are some creative questions that may help you get started in categorizing your target audience.

  • What are the four types of buyers in your business? (appeal to those buyers with specific sections on your site)
  • What are the eight most common objections in your business?  (answer those objections with informative tag lines on your site)
  • What are the main benefits of you vs. your competition?  (Speak to the benefits, not the features)
  • What makes you different?  (highlight the ways you are different with tag lines on your site)
  • How do people find you?  (ask if the visitor came from XYZ place, click here)

Segment and categorize your audience – by interest and/or desire. The idea is to stay in front of them with laser – focused marketing messages specifically matching their interest/desire.

Remember, “It’s better to be different than it is to be better…”

Objective Perspective is key to success with online marketing strategy

As search engine marketing professionals, we’re known primarily as SEO copywriters and WordPress web designers.  However, over the years we’ve worked hard at developing our understanding of traditional marketing concepts and learned how to apply them to our online marketing strategy.  Our team of marketing professionals are trained across multiple disciplines. When you need a unique approach that brings results,  Search Engine Pros are your “Navy Seal” team of internet marketers, guiding you every step of the way, helping you maximize profits through a low cost, highly effective online marketing plan comprised of search marketingSEO marketingemail marketing and SEO enhanced press releases

Taylor Reaume

Founder/e-business Coach

Santa Barbara Marketing Founder Taylor Reaume


About Search Engine Pros:  As a full service web branding agency, Search Engine Pros provide social media consulting, SEO copywriting, PPC services, WordPress CMS web programming and are recognized as top web designers by 100’s of successful businesses in the area of WordPress SEOThey are among the top WordPress coders in the country, having designed dozens of the best WordPress themes and best WordPress plugins.   



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Facebook Comments

  • jane
    Posted at 2:44 am, July 10, 2013

    I truly enjoyed reading this article for it made me realized that every second of our time is truly essential and crucial most especially on web marketing and promotion. Also, I agree with the article’s statement that marketing is not a battle of products but on perception and innovative concept. Prior to the creation of a web site home page, it is a must that the developer should thoroughly brainstorm in order to cater every sector of the public.

  • Al
    Posted at 3:43 am, August 26, 2013

    Personally, I believe that first impression is greatly significant yet not a sole determinant of the company’s performance. That’s why, the public needs to thoroughly know every aspect of its existence before they can reliably trust the products and services it offer. Still, thank you for this informative resource!

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