Become a Home Based Travel Agent

Your Homepage is Your 30 Second Elevator Speech
By Michelle Mangio, CTA, Owner of Magical Escapes

Last time we talked about how important content is when it comes to your website.  Good, relevant content will not only place you higher in the search engine rankings, making it easier for clients looking for what you can offer to find you, but it means that when they do find your website, they’ll be willing to stick around to hear what you have to say.

So let’s continue on that, specifically with your homepage – or, in the case of any online advertising you might do, your “landing page.”  (Landing page refers to the page that customers will first arrive at when they click on a link to your website.  This could be your homepage, or a page to specifically target an audience, itinerary, offer, or other topic.)  That’s because although content is king, quick, concise and relevant content is, well, the emperor.

Why?  Well, current studies on internet users behaviors indicate that if you don’t capture a user’s attention within the first four seconds of viewing your page, they may go elsewhere.

Let me repeat that, because it’s really important:  If you don’t capture a user’s attention within the first four seconds of viewing your page, they will go to another site to find the information they need.

That may sound really unfair, especially if you’ve put a lot of work into your site.  But it’s the cold, hard reality of truth.  Think about your own habits.  When you’re Googling some bit of information, how long to do you stay on a page you’ve before deciding it does – or does not – have the information you need?  Time is precious, and attention spans short – we make quick decisions, regardless of whether or not they are informed.

So that’s where your website really does become your 30 Second Elevator Speech.  Some refer to this as your personal brand speech, or your brand line, or even your quick pitch.  Whatever you wish to call it, it should be a quick (30 seconds or less) statement that you can tell someone to not only sum up who and what you are, but why you.

Have you already perfected yours?  If so, use it on your web page to quickly tell consumers why they should work with you over your competition.  Why you have the information they need to plan that perfect getaway.  Why they should stay on your website, rather than click that back button and try another link returned in their search.

You want to be sure the focus of your homepage is on that message, whatever it might be.  It doesn’t mean you can’t have more content up there (you’ll likely want more, or at least links to more) – but you need to make certain your home page can quickly capture and hold attention.  Then allow them to start looking for what else they might need. 

This is your first impression, after all.  How do you want clients to think of you, and remember you?  Take time and care in crafting that first message to them.  It could be as simple as “We make vacation dreams come true.”  Make sure that message stands out – and then back it up.  Include a client testimonial.  Or show an image that truly evokes that sense of vacation dreaming.  Or even put up a video of an exotic destination, especially if that destination is one you love to sell and are an expert in.  Make it a starting point – then give them a means to contact you to plan that getaway.

Think of what might make YOU want to contact someone to plan that getaway.  What would draw you in?  Ask friends and family for their opinions.  If you aren’t sure about a particular statement or page layout, create a couple – then ask your friends to choose the one that appeals to them most.  Pay attention to what they say, and use it.

If you can, use something like Google Analytics to track website viewers on your website.  It can help you see what is working and what isn’t.  Most importantly, aside from telling you how many visitors saw your website on any particular day, you can also track how long they stayed on your website before they clicked away.  If you find that no one sticks around beyond those first four seconds, it’s time to change your website.

Remember: you have four seconds to convince them to stay on your page when they click on your link.  Make those four seconds truly count.  Perfect your elevator speech, and make your website work for you.