The Importance of Expert Copywriting: Three Seconds Before They Ghost You

3 seconds before they ghost youFun fact: 55% of visitors spend less than 15 seconds on a website.
Scary fact: Most decide whether to stay or go in just 3 seconds.

Your potential clients are making snap judgments about your service based on your words. What story do the viewers hear?

In those first critical moments, your website must answer these quick questions—emphasis on the “quick” part:

  • What do you do?
  • Who do you help?
  • Why should they care?
  • How are you different?
  • What should they do next?

The difference between “click/goodbye” and “tell me more” isn’t just what you say—it’s also how you say it. 

Here are warning signs that your website needs help:

🚩 Generic copy that sounds like most others
🚩 No clear and specific audience
🚩 Focus on the company rather than the client
🚩 Focus on features instead of benefits
🚩 Hidden or absent value propositions
🚩 Technical and industry jargon and unexplained abbreviations
🚩 Missing social proof
🚩 Unclear next steps

Want to know if your website passes the 3-second test? I’m happy to chat if you’d like an outside opinion. Sometimes we’re just too close to our own marketing content to see the light.