Let Them Buy Something
It’s a safe bet that if a sales method wouldn’t work in the real world, it’s not going to work on the internet. Imagine if the Wal-Mart greeter forced you to watch a thirty second commercial before you were allowed to shop. You wouldn’t be pleased, so why would you build a web site that essentially did the same thing?
You only have a few seconds to convince a visitor that they’re in the right place, and that you’re offering what they’re after. They’re not interested in reading pages of text about how wonderful your company is, or your mission statement.
Your goal should be to drive the customer to action in as few clicks as possible, whether that is making a purchase, a phone call or filling out a contact form. They’re there for a reason, so get out of their way.
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