What Exactly Do You Do, Again?

Published on April 9, 2009

Tags: B2B Marketing, Search Engines, Taglines, Testing, Value Propositions, Web Content, Websites

We all know the cliché: you have 1.5 milliseconds to grab a prospect's attention at your home page and convince him to stay. So why, then, are so many B2B Web sites still not that "sticky"? According to a recent post at eMagine's B2B Web Strategy blog, it's because too many businesses assume that site visitors already know what their company offers. Big mistake.

"Even if a user has sought you out in a search engine, or visited your site as a result of a marketing promotion, they still need a reminder upon impact that they have arrived at a site that might solve their business problem," eMagine insists.

So, how do you show them they came to the right place? According to eMagine, it's by presenting key "tiers" of information:

Tier One: Tagline. A memorable tagline sets a "tone" for your site. But beware: "A common mistake is using this brief catchy type of message alone," eMagine cautions.

Tier Two: Descriptive/Value Proposition. This is your condensed elevator pitch. "This can be the most difficult sentence to write on your entire website, but also the most important, hands-down," eMagine says.

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