“You just chip away at everything that doesn’t look like David.” ~ Michelangelo
There’s a certain threshold that your prospect reaches
Just from the sheer visual of seeing what they consider too many words on the page
Where they’re in danger of making a snap judgement to cut n’ run.
See if this helps:
Take one step back from your homepage
And see if your eyes can make out just enough
To get a grasp of what your page is about.
Whatever that is
With as little thinking as possible
Is what’s called
Your Controlling Idea.
Whatever doesn’t fit into that
Must be trimmed
So that your prospect
Can see the sunlight.
P.S. Tomorrow: Just because you cut it doesn’t mean it’s worthless. As they say in Spain, “Use the whole bull.”
Having trouble getting your team aligned on your website?
Start by focusing on the one thing you can all agree on:
The Prospect Comes First: 7 Questions to Answer Before You Write One Word on Your Website*
Know someone with a website that’s not converting? Kindly forward them this email 🙂
Any questions? Reply to this email and we’ll get you squared away 🙂
*SPOILER ALERT: A lot of the words from your answers will wind up on your website
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