Once your visitor has arrived, get them to most popular areas of your site without delay. You have less than 20 seconds to make an impression. Most visitors will be gone if they have not found something of value within that time frame.

o Ask for a visitors email address as soon as they arrive.

The very next thing you should do is ask visitors for their email address. They'll love you for giving them a way to stay in touch and your business will grow endlessly. Not asking right away was a mistake I was making for years. A recent adjustment at my home page has resulted in DOUBLE number of subscribers to my newsletter each day. Consider this one-two punch of attention grabbing and address grabbing as critical to your long-term success.

o Be brief.

Nearly everything you write at your site can be said with half words. Remember, paragraphs that are longer than 60 words are too long, particularly on your main page. (This little paragraph is 60 words!) A wall of text scares web surfers away. Stick to point. Use bulleted lists if you can, they make for an easier read.

CHANGES TO CONSIDER IN YOUR EZINE:

o Describe each issue in subject line.

I learned this lesson personally. My own readership increased when I stopped naming each issue "BizWeb Gazette" and started telling my readers what each issue contained, right in subject line. Don't wait to get your readers attention. Grab it BEFORE they decide whether or not to open your message. Take a few minutes to name each issue with a subject that you yourself would be interested in. It should be intriguing and relevant to your subscribers.

o Shorten your newsletter.

I see more and more publishers streamlining their e- publications. In this age of information overload, less is sometimes more. When subscribers have 100 messages waiting in their inbox it is hard to set aside 15 minutes to read one newsletter. Try to publish something that can be devoured in five minutes or less. A good rule of thumb is to keep it under 20k in size. Your readers will be more likely to read it from top to bottom and you'll earn a faithful following.

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