The brutal truth is that customers scan web pages! They don’t read the entire page, instead they pick out individual words and sentences. The primary goal is to convince the user your web site is worthy of his or her attention, and the secondary goal is to make it easy to find what they are looking for. Concise, scannable, and objective language provides the best visitor experience!
Attention Web Site Owners, Entry Level Marketers, and Web Analysts! Are You Tracking Your Web Site Visitors’ Behaviour?
You want to be able to see what the company can do for you. You expect that they lead with their best foot forward. If you look at their portfolio and are not impressed with what you see. It most likely that the work they will perform for you will not meet your expectations.