A website is trying to get me, the reader, to do something. But, before I take action I have a whole bunch of questions that need answering. There are many decisions I have to take before I do anything. No 1. "Should I even bother reading this?".
I’m on a journey to find something useful, interesting or entertaining. The website is hoping to be my destination. Once there perhaps I bookmark the page for later, physically go visit the business, send a link to a friend, join the mailing list, buy something or call up for an appointment.
At every stage I’m deciding whether to carry on. I’m matching what I find against my internal criteria. In each second there are a list of doubts and concerns that what I see has to overcome. After all I’m human, I’m brilliant at finding the reasons why not.
As a human I’m also all about relating. Every time my needs are met I feel more secure and I feel more trusting. As my anxiety decreases I’m ready to start thinking about action.
Your website needs to be a beautiful place for your audience’s minds to be in. They should float along on clouds of useful information, insight and friendly service. They should be embraced by your credibility and trustworthiness. Ahh...now they’re ready to call you up.