According to a report published in the journal Behaviour and Information Technology, website visitors made decisions regarding the aesthetics of a website – in other words “how pretty your website looks”, in just a twentieth of a second!  Then stay or click away, based on that decision.

In the blink of an eye, visitors to your website decide to stay or go elsewhere.  Most of them don’t even realize they’re making these lightning fast decisions based on just the looks of the websites they’re browsing through.

From BioEdOnline.org - For a typical commercial website, 60% of traffic comes from search engines such as Google, says Marc Caudron of London web-design agency Pod1. This makes a user's first impression even more critical, he explains. "You'll get a list of sites, click the top one, and then either say 'I've engaged' and give it a few more seconds, or just go back to Google," he says.

Thanks to good search engine optimization, your visitor has found your website.  Because your web page looked so great, he or she spent nearly two seconds deciding whether or not this page might hold what they are looking for.  Because your page was clean and polished, had attention-grabbing headlines that complimented and played off the images on the page and promised to deliver information your web visitor is seeking, they have decided to actually read some of your content.

So far, so good.  Now what?  Are you going to talk about your company, product or service?  Good ad writers say that is a common mistake. There’s a time and place to describe your product or service, but not yet.  Think about your website visitor.  What issue or problem are they here to solve?  That’s what you want to talk about.