4 Levels of Brand Engagement: Level 2–Pass the Two-Second Test.
(The second article in a four-part series)
If you’re doing well in the search arena, congratulations. You’re definitely headed in the right direction. Moving forward, the second level of engagement requires passing the two-second test with your visitors.
In my rather un-scientific experience, if a searcher finds your website, they will give you approximately two seconds to determine if your site is legit. Their search engine of choice may have listed your site in their results, and they may have clicked on your hyperlink. Now they will have to decide if they have truly found, as U2 would say, what they were looking for.
You’ve done this before. You were probably searching for something like “cool cuff links” or “funky shoes.” And while the link you clicked on was called something like “The coolest cuff links in Indianapolis,” when you clicked on the link, it took you to a spammy-looking landing page.
One… Two… Window Closed.
On to the next search.
Armed with this fresh perspective, take another look at your website. If you were stumbling upon your website for the first time, how long would it take you to determine what it is about?
Stay tuned for Level 3 – Strong Compelling Content…