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Vol. 2 issue #264 July 16, 2008



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5 Important Questions Your Website Should Answer in 10 Seconds Or Less

Copyright 2008 - Kishau Rogers

Research studies have revealed that the average website visitor spends 5-10 seconds on a website. That gives you less than 10 seconds to grab their attention. There are 5 critical questions that your visitors will ask and that you should answer within 10 seconds or less.


Your company name, logo, and tagline should be displayed in the header of the site on every page. This is particularly useful for visitors that find your site through indirect channels, such as search engine results or referrals from external websites. This is also effective for a business with a web address that doesn't match their company name. For example, if your website address is www.ABC.com, your website visitors should realize within seconds of connecting to your website that your company name is Acme Building Contractors.


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Zac Josevski (user id: worldunited) is offline. Last login: 7/16/2008 1:53:09 PM 909 Friends
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What products or services do you provide? Your business website should include a brief description of your company and your products and services in a prominent location on your home page. Most importantly, you should indicate how this product or service will benefit your potential customers. Remember, your visitors are interested in finding solutions to their problems. You should convey this information as briefly as possible; remember you have 5-10 seconds. To encourage your visitors to learn more, provide a link to interior pages to distribute further detail about your products or services.


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Once a visitor has determined that your product or service matches their need, what should they do next? Your website should encourage your desired customers to perform an action? What action would you desire your visitors to take: subscribe to a newsletter, schedule a phone meeting, buy a product, download a free e-book, join a forum, ask a question etc.? The danger in not including an explicit call to action is that your visitors will read the information, leave and never return. You want to initiate a relationship with your desired customers.



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Your visitors should see or have access to your contact information from every page. Most businesses should include the following minimal contact information: business phone number, physical address, and email address. Also, for visitors that are referred to your site from another website or search engine, your website address should be prominently displayed on every page.


A privacy notice is particularly important for websites that request or accept information from visitors. This includes everything from the acceptance of email addresses to ecommerce transactions. Generally visitors are less likely to provide their information if the data could potentially be sold or shared with anyone outside of your company.

Structure your website to provide answers to these 5 questions quickly. This strategy could encourage your desired customers to stick around longer than 10 seconds.




Kishau Rogers, President of Websmith Group, helps businesses identify website solutions that allow them to grow their websites strategically. For additional articles, advice and resources for your small business website, subscribe to the Websmith Group Blog, Resources for Small Business Websites.

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