If someone visited your website for the first time, do you think they would want your product within five seconds? It almost seems too good to be true.
We think it’s possible.
Your website is more than the story of you. It’s the story of your client. Your website should give them everything they need to know about you quickly, efficiently, and without all the clutter.
The Grunt Test was created by Donald Miller, CEO of StoryBrand, to give businesses a quick and straightforward way to figure out if their website is doing the work it should.
A first-time visitor should be able to answer these questions within five seconds of visiting your website. If visitors can’t, you’re losing traffic and potential clients.
Let’s take a look at how to use these questions, plus an extra question we think is just as important:
1. What do you offer?
You’d be surprised how many websites forget this essential detail. Of course, the backstory on how you inherited audiology practice from generations ago is interesting, but it doesn’t tell your potential client what exactly you do.
A great example of this is HearCare Audiology. You may be able to guess what their practice does, but you don’t have to. They remove any chance for confusion.
Anybody could easily go to their site and figure out what they do. Mission accomplished.
2. How does it benefit me?
You know your target audience better than anyone else. You know their needs, so why not cater to them? Visitors to your website, even if they aren’t your target audience, should consider that what you offer is beneficial to them.
Entheos Hearing Cooperative uses clear and concise language to let visitors know that their business can transform an audiology practice, even help attract the right kind of patients, by giving the Gift of Hearing.
There’s no mistaking the benefit they provide to those they work with.
3. What do I need to do to buy it?
Those visiting your website now know what you do and why it benefits them. But do they know what their next step is?
Thorn uses technology to fight child sexual exploitation. They need people to work alongside them to do their work. Their homepage clearly gives a next step for those hoping to “become a digital defender”.
Don’t leave your visitors without a visible call-to-action! You will quickly lose a client by forgetting this step. Remember, within the first five seconds, people should know what to do to buy what you have to offer.
4. Are you utilizing the top right corner of your homepage?
We’ve already mentioned giving a call-to-action visible on your site, and the top right corner is a great place for it. Eye-tracking studies have shown that our gaze naturally goes there. You need to utilize that information to your benefit.
World Housing is an organization that provides for families in need, and that is made possible through donations. They give visitors to their site a clear next step, using the space in the upper right to receive the funds needed to do their work.
Put your website to the test and ask these questions. Five seconds may seem like not enough time, but we’ve seen that it’s possible. So, get to work. Maybe we’ll be featuring your website next.