How to make it easy to choose you in 10 seconds

Buyers do most of their homework before they ever speak to you, especially in B2B. Your website and LinkedIn either say 'safe choice' quickly, or quietly move you to 'maybe later'.

Studies suggest buyers are 57-70% through their decision before getting in touch. If what they find online is vague, slow, or dated, you never know what business you’ve lost.

When someone lands on your page, they should get three answers in 10 seconds:

• What you do.

• Who it’s for.

• Why you’re safe.

If that’s not clear, fix the basics:

• One plain headline: We do X for Y so they get Z.

• One short paragraph and 3-5 bullets on the problems you actually solve.

• Quick proof: A project example, a simple result, or 'Used by (type of client) in (sector/region) for (X years).'

• One obvious next step for them to take: Send drawings, book a quick call, request a quote. No long forms!

Copy and design should also come from the same place so the message, layout and visuals say the same thing.

If your 10-second test fails, start with one of your key pages; chances are you don’t need more content, you need clearer content.