First impression matters

An average online user draws a conclusion about your website in a fraction of a second. More precisely, in 0.05 seconds.

Put differently, your site must leave a positive first (actually immediate) impression on your readers, regardless of where they land.

Make your readers’ lives easier and offer valuable information at the beginning. Explore details later in the copy.

Make your site user-friendly. It should be intuitive and easy to navigate.

Always have average users in mind.

They may be grownups, but when they see a new site they love to be treated like toddlers. Guide them and indicate where to find information (for example, internal links and if necessary external links).