Today I read a post on a copywriting message board from someone just getting started in writing radio spots. One of the comments referred to writing 30-second radio spots as the best activity for learning copywriting due to the time constraints, and the pressing need for every word to count.
As a Web copywriter, I think using the radio analogy could be applied to many business projects, including writing a home page. Internet gurus know that we have only a few seconds to grab the attention of an online visitor–definitely another situation where time is of the essence. So, let’s apply the 30-second rule to all online businesses. What would you tell someone about your business if you had just 30 seconds? Make a list. Which items would make the cut, and which ones would need to wait? It’s likely that the items that make your “30-Second List” would double as a great guideline for things to include on your home page, and the items that didn’t make the list could probably be safely saved for other pages.