How to Sell the Benefits of Using Your Site
A site's ability to attract new visitors is an important part of its success. And once you have new visitors at your home page, you have to convince them to stay! You only have a few seconds to sell the benefits of your site to new visitors.
Here are three tips on getting the message across quickly and clearly.
The Tagline or Unique Selling Proposition (USP)
We instantly associate a phrase next to a logo as the tagline, or USP (Unique Selling Proposition). It should state the single most important benefit that the visitor will gain from using your site. Taglines are used to support your marketing message.
Here are some well-known taglines:
As you can see, one of the benefits of the tagline is that it doesn't necessarily have to be 'true', in the purest form of the word. Is a BMW really the 'ultimate' driving machine? That's arguable, but ultimately unprovable since it's an opinion.
Here are some tips on constructing your own taglines:
The Welcome Message
If your Web site is not self-explanatory, you should display a simple welcome message somewhere near the top of your home page.
Your welcome message should be simple, concise, clear, and easily understandable.
The Browser's Title Bar
Display your site's title and tagline in the Web browser's title bar. To do this, simply use the <TITLE> tag in the <HEAD> of each page you create.
When visitors bookmark the Web page, the title will be used as the description of the link in their bookmark or favorites folder.