Want a website that grabs
instant, "aha!" attention?
Then please, present your product without
a lengthy, lofty buildup that says nothing
and wastes time ("Introducing, after years
in the making, the answer to a problem
that defies even the most…yada, yada,
yada…") Click. Bye.
Without the vague descriptors ("A
Business Solution for the Digital Age").
Uh, that could be anything from a mousepad
to a supercomputer.
Without the cryptic slides that
flash by before you can even read them,
much less grasp their meaning.
Without industry jargon only a
product engineer could understand.
Without all the other fanfare and
frippery you feel your hero product needs
to be dressed up in, yet serves only to
Just tell me what the damn thing is. And
what it can do for me. Right there, at the
outset. Before the fold. So I don't
have to click, scroll, or send out a
search party to get the drift.
Here's a landing page I recently wrote for
Nat Geo. Everything you need to know, and
do, is right there above the fold. Simple.
Understandable. And, to coin a new word, Respondable.