The WHO, WHERE, WHAT, WHY, and HOW are answers that visitors are looking for when they first come to your website. They should be answered right away

WHO ARE YOU? The internet is worldwide, let visitors know who you are. Clearly identify your name, not just a logo.

WHERE ARE YOU LOCATED? Let them know where you offer your products, services, membership, or information. Mention your city, state, country, or worldwide. If you invite visitors, publish a link to a Google Map with your address and business hours. Make sure that clicking on a phone number starts the dialing process (over 50% of visitors will be using a smartphone) and that your email starts their email application.

WHAT DO YOU DO? Don’t keep visitors guessing. A beautiful image of the ocean with the slogan “25 years of excellence” says nothing. Visitors come to your website with a problem or issue, mention it, and offer your solution.

WHY Should THEY DO BUSINESS WITH YOU? Give them a reason why they should have trust and confidence in you. Have case studies, reviews, testimonials, and articles explaining your product benefits (not just features) and how your service helps them.

HOW SHOULD THEY REACT? After reading all your content, what do you expect the visitor to do? Buy Now, Telephone, Make an Appointment, Join Our Group, Download a Document, Sign Up for a Newsletter. Don’t pop up a newsletter form before they have even had a chance to read your content. Give them a reason to part with their information, like an email to you. What’s in it for them?

WHEN SHOULD THEY ACT – And if possible, motivated them to take action NOW:

“Don’t wait — get the benefit starting today.”
“Time is critical. Schedule your consultation now.”
“The longer you wait, the more problems you will have.”
“Offer expires in xxx days,”
“It only takes 30 seconds to request your free consultation.”
“For a limited time, get this free gift.”
“Start today, your future won’t wait. Neither should you.”
Offer a limited-time price reduction, discounts, a special additional accessory product or service for acting now.