Mastering the 5-Second Rule: How to Create Websites That Convert

In today’s digital world, you only have 5 seconds to make a lasting impression. If your website doesn’t clearly communicate who you serve, ​what makes you different, and how you help​ solve their problems, visitors will quickly move on.
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In this webinar, website expert Samantha Russell was joined by brand and strategy expert Melissa Thomas of Advisor Brand Builder to share how to create a website that passes the 5-second test and turns prospects into clients.

Short on time or just want the main points?

Here is your summary to skip ahead or scan through below.

  1. Does Your Website Pass the 5-Second Test? [5:19]
  2. Does Your Website Have Clear Messaging? [10:10]
  3. How Your Website Affects Your Brand [14:27]
  4. The Dos and Don’ts Of Great Website Branding [17:55]
  5. Proven Strategies for Crafting a Compelling Brand [22:18]
Does Your Website Pass the 5-Second Test? [5:19]

Does Your Website Pass the 5-Second Test? [5:19]

  • Before you send leads to your site, see if your website passes the 5-second test (a visitor’s first impression).
  • Your website should tell visitors what the page was about, what you remember seeing, who would benefit from your services, and what action you should take next.
  • Focus on copy, imagery, and user experience. (The imagery should reinforce the copy.)
  • When it comes to copy, write how people talk.
  • Write your content in the problem>solution format.


Does Your Website Have Clear Messaging? [10:10]

Does Your Website Have Clear Messaging? [10:10]

  • When it comes to copy, write how people talk.
  • Use the words and phrases your prospects and clients would use.
  • Authenticity is key when it comes to the words you choose.
  • Use messaging so that someone will know if you help people just like them.
  • Get specific in your messaging (define the niche).
  • Nobody reads like a book. They scroll and scan, so write your copy this way.


How Your Website Affects Your Brand [14:27]

How Your Website Affects Your Brand [14:27]

  • When building a website, a great brand is a powerful asset.
  • A strong website can establish credibility, build trust, promote engagement, and support differentiation.
  • 75% of consumers judge a company’s credibility based on its design.
  • Companies with strong and valuable branding earn 73% percent of higher revenue.
  • There is a 13% increase in price that companies with a strong brand can command.


The Dos and Don’ts Of Great Website Branding [17:55]

The Dos and Don’ts Of Great Website Branding [17:55]

  • Strong brands deliver clear, compelling, and custom brand messaging that is unique to them.
  • They feature coordinated and captivating visual elements.
  • High-quality graphics and images are used.
  • Make it easy to know how to engage with you through strong calls to action.


Proven Strategies for Crafting a Compelling Brand [22:18]

Proven Strategies for Crafting a Compelling Brand [22:18]

  • Be Authentic: Think carefully about what actually makes your firm unique—and the reasons real clients like working with you.
  • Be Specific: Know your audience, the challenges they face, and how your firm helps solve them.
  • Be Clear: Use language and visuals that are compelling and speak directly to your target audience.
  • Be Consistent: Use a consistent tone and style across ALL brand touchpoints, both on and offline
  • Be Direct: Include clear calls to action, making it very easy for your audience to understand what steps to take next.


Supplemental Resources:

The slides can be found here

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