The brutal truth is kind, if you let it be: no one reads your website. They scan in zigzags, tap the back button in under five seconds, and only stop when something makes instant sense. That sounds harsh—until you realize it’s also your biggest unfair advantage. Write for scanners and your site starts converting people who never meant to give you a chance.
No one reads your site—so write for scanners
Eye-tracking studies, session replays, and your own thumbs agree: people don’t read, they scan. They arrive with a task, a problem to solve, and a hair-trigger attention span. If your page asks for patience, interpretation, or goodwill, it loses to the next tab. That’s not a moral failing—just physics. Attention is scarce, and ambiguity is expensive.
The fix isn’t more words; it’s better hierarchy. Lead with the outcome, not your origin story. Replace walls of text with scannable chunks: a front-loaded headline (what you do, for whom, with what result), a clarifying subhead, three proof-loaded bullets, one primary CTA. Use descriptive subheads, generous white space, and contrast that makes the next action impossible to miss. If the hero section can’t earn another scroll, nothing else matters.
Make every pixel carry meaning. Swap “we” for “you.” Turn features into quantified benefits. Use numbers, not adjectives. Write like a street sign: short, directional, unmistakable. Add trust badges where the eye actually goes (near the CTA), keep the menu lean (two choices beat twelve), and kill the carousel. Your visitor shouldn’t have to read to understand; they should be able to glance and decide.
Why your copy fails in the first five seconds
Most hero sections bury the lead. The headline is clever, not clear. The subhead explains the headline instead of the offer. The imagery is pretty but irrelevant. The CTA asks for commitment (“Get started”) before trust is earned. And the fold is crowded with options—each one a fresh opportunity to hesitate. Orientation cost rises. Bounce follows.
Replace clever with specific. Above the fold, answer five questions fast: What is this? Who is it for? What outcome will I get? Why should I believe you? What’s the next step? Then make that next step frictionless. Speed matters: sub-2s LCP, compressed images, no auto-play distractions. Show proof early—logos, numbers, a one-line case (“From template to +38% leads in 21 days”)—and keep one primary CTA visible at all times.
Behind the tactics sits psychology. Loss aversion: show the cost of inaction. Social proof: show peers who already switched. Authority: show compliance, credentials, recognizable clients. Scarcity: show limited capacity for new projects. Status: frame the site as a signal of competence. Risk reversal: free audit, clear SLA, results plan. When clarity meets credibility in under five seconds, people stop scanning and start considering.
The brutal truth isn’t that people won’t read—it’s that you must earn reading with scanning. Lead with clarity, compress the ask, and prove you’re safe to say yes to. Build for the first five seconds and the next five minutes take care of themselves.
Campaign inputs we’ll use for examples
- Product/service: Smartesider — scanner-first website and landing page rebuilds, plus conversion-focused copywriting powered by AI insights.
- Target audience: Norwegian SMB founders and marketing leaders (B2B services, SaaS, legal, consulting), 28–55. Pain: low conversions, high bounce, unclear messaging. Needs: predictable leads, premium perception, reduced risk. Buying behavior: research-heavy, references matter, want ROI proof and low-switch friction.
- Platforms: TikTok, Meta, Google Search, LinkedIn, Email.
- Style and tone: Provocative, authoritative, and warm—no fluff, just value. Human voice with a useful secret.
- Campaign goal: Qualified leads and booked free consultations.
- USP: Rebuilds that win the first five seconds—delivered in 14 days, AI-informed, battle-tested frameworks, risk-reversal guarantee, and white-glove migration. Only 3 projects admitted per month.
- Specific requirements: Clear “Book free consultation” CTA, GDPR/security signals, trust badges, premium framing, ROI proof, scarcity, FOMO, and “first 5 seconds” narrative.
Main message (ad framework)
- Hook: Nobody reads your site—scanners decide in five seconds.
- Identification: You’re paying for traffic that vanishes because your hero is unclear.
- Solution: We rebuild your homepage for scanners: clear message, proof up front, one decisive CTA.
- USP/benefit: AI-informed copy + proven layouts = faster clarity, higher conversions, and a premium signal.
- Emotional amplifier: Imagine opening analytics to see more leads, less guessing, and a site you’re proud to show off.
- CTA: Book a free 15-minute audit now—only 3 new projects accepted this month.
[TIKTOK BOOST]
- Short hook (<7s): “Your homepage? Invisible. Fix it.”
[GOOGLE ADS MINI]
- Headline 1 (≤30): Nobody Reads Your Website
- Headline 2 (≤30): Rewrite It for Scanners
- Headline 3 (≤30): Book a Free Copy Audit
- Description 1 (≤90): Fix the first 5 seconds. We rebuild pages that convert busy visitors.
- Description 2 (≤90): Get a scanner-first homepage in 14 days. Free audit. Limited slots.
[E-POSTHOOK]
- Subject (≤50): Your homepage fails in 5 seconds
- Preheader (≤80): See how to fix the first screenful and turn scanners into leads.
[PSYKO-TILPASSET]
- Safety-seeker: Know exactly what you get—clear plan, GDPR-safe, and a guarantee.
- FOMO-driven: Your competitors are upgrading now—don’t greet tomorrow with yesterday’s site.
- Analyst: +27–54% lead lifts in client tests; sub-2s LCP; 14-day delivery—numbers win.
- Socially motivated: Ship a homepage your team is proud to share. Bragging rights included.
[VARIASJONER]
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AIDA (classic persuasion)
- Attention: No one reads your site—they scan and bounce.
- Interest: If your hero doesn’t answer who/what/outcome in 5s, you’re leaking leads.
- Desire: We rebuild your homepage for scanners: clear value, early proof, one CTA, faster load.
- Action: Book your free audit—only 3 new projects taken monthly.
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Funny/satirical
- Your mom didn’t read your homepage. Neither did your prospects. Let’s give them a headline that doesn’t need explaining and a button they actually want to press.
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Short and punchy (≤3 sentences)
- People don’t read—they decide. We rebuild your site for scanners in 14 days. Book a free audit before this month’s slots are gone.
Integrated conversion tactics (how we implement them)
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Audience/offer fit
- Industry-specific landing pages (e.g., Law, Consulting, SaaS) with tailored proof and language.
- Quantify outcomes where possible: “Cut sales back-and-forth by 30%,” “Save up to 8 hours/week on prospecting.”
- Premium framing: “For teams who want a premium signal to match premium competence.”
- Human delivery: founder photo, direct email, and personal onboarding.
- Authority signals: GDPR-ready forms, secure Norwegian hosting, SLA, and process transparency.
- Tone: professional, warm, and unmistakably clear.
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Psychological triggers (woven into copy and layout)
- Authority: “Trusted by Norwegian B2B teams,” recognizable categories, compliance badges.
- FOMO: “Competitors are upgrading now—don’t let clarity be their edge.”
- Scarcity: “Only 3 projects admitted per month.”
- Risk reduction: Free consultation, migration handled for you, SLA and satisfaction plan.
- Status: “A premium site signals premium competence.”
- ROI proof: “1 lost client costs more than a rebuild—protect that first impression.”
- Exclusivity: “For teams who choose quality over quantity.”
- Loss aversion: “Every unclear hero costs attention—and attention is the sale.”
- Storytelling: “From template to +38% leads in 21 days—see the before/after.”
- Scarcity of attention: “Visitors decide in 5 seconds—win that moment.”
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On-page conversion patterns
- High-contrast hooks that state problem → solution fast.
- Persistent primary CTA: “Book free consultation” always visible, mobile-first.
- Menu with two choices: Services / Contact.
- Trust badges: SSL, GDPR, secure hosting, client mentions near CTA.
- Onboarding guarantee: “We move everything for you—zero stress.”
- Scarcity in CTA: “3 openings this month—grab one now.”
If you remember nothing else, remember this: write for scanners. Clarity, proof, one action. Then watch people choose to read.