Last time on AmyTV we covered how to view your website with fresh eyes to see what details you don’t want to miss out when writing your web content.

This time it’s about knowing HOW your visitors search for details on your site. This shows you how to create content that gets and keeps attention using the 10/20/10 formula below. Watch the video and then scroll down for the tips.

10 Seconds

Within 10 seconds visitors will decide to stick around or click away. Because most people visiting your site aren’t looking to buy (just yet) the more you can get them to stay and read your content, the more chance you have of nurturing a lead and turning a prospect into a customer.

So what do you need to include in your content to withstand those 10 seconds of scrutiny?

According to research by Jakob Nielsen you need to have a clear value proposition. In short your customer has to know why they’re going to love what you do.

Think about your customer and the problem you solve for them. Is it more important for your value proposition to talk about removing the problem or selling the benefits?

Someone struggling with knee pain may be more motivated by the idea of removing the pain, rather than the image of being able to run free. They might not be able to visualise the benefits because the discomfort is more on their mind. So in this case the value proposition below would be engaging:

Eradicate knee pain and inflammation without drugs or surgery

But if the problem isn’t acute, promoting what can be gained could be more effective with your audience. Let’s say your prospect is looking for information to grow their business, a prominent download with the following title would be attractive:

30 day marketing plan to increase next month’s sales. Guaranteed.

Have a look at your home page or landing page, is there a clear value proposition statement? If not, get tweaking, you could be losing business.

20 Percent

It’s nothing new to know that people don’t read web content line by line, they scan instead.

But as your visitor flips through your site, did you know they’re only taking in about 20% of your content? 

The F or E-shaped patterns from eye-tracking research are well known to online content creators. This means you have to make the most of the ‘hotspots’ where your customer focuses his or her reading attention.

[signup-form id=”12713″]Have a look through your website.

• Do your headlines work hard to pull people into your content?
• Are you using bullet points and subheadings to make important points clear?
• Are your calls-to-action easy to understand and compelling?

When writing a page of content, it’s easy to feel like the important part is the body copy. But unless you work hard on improving the content of these hotspots, your visitor may never read your wonderful words.

10 Pieces of content

The number of sources used by a shopper doubled in 2011 from 2010 to 10. Consumers are more comfortable today doing their own research than heading straight to a sales rep for advice.

Let’s say you get your visitor’s attention within 10 seconds and you make the most of their 20% attention span, what content will they find when they get to your site?

Is it expert-quality content that encourages them to return? Is it content they want to save or share?  This demand for information is what makes content marketing so effective. If you are a source of valuable content, you stay in the mind of your prospect.

Stuck for ideas on what makes valuable content? It couldn’t be easier – just start by answering your customer’s questions.

Are you using the 10/20/10 rule for creating your online content? Want tips on implementing it on your site? Let me know in the comments and I’ll help.