Does it frustrate you when people say “you need to talk to your ideal audience?” You're not just targeting one type of person with your products or services. Even if you sell something specific like “running shoes for women” they could still have divergent motivations. Some might be seasoned marathon participants while others might be taking to the pavement for the first time.

But the fact of the matter is--your core message is going to be the same. And it is really important to identify exactly what that it is.

If you watched Tony’s This Week at IFC this week then you already know why. On average people take about 1.5 seconds to read across your header, up to 6 seconds to look at your header image, and about 5 seconds to scan the written content of your website.

That means that at the absolute maximum you have 12 seconds to tell your story.

If your core message is not both crystal clear and skimmable--even your ideal clients will bounce off that page.

At IFC we use the StoryBrand method to build out home pages based on the science of eye movement, skim-ability, SEO best practices, and clear messaging. If you feel like yours needs a new set of eyes--contact us today.


amy mertz in form creationsABOUT AMY
Amy Mertz is our Creative Director, StoryBrand Certified Guide, and copy writer. When not in the office you can find her chasing down her toddler, searching the land for great coffee, or espousing the current books on her nightstand.