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Getting readers to a web page provides an opportunity to communicate with prospective buyers. Once there, though, social niceties are unimportant and the page must continually compete for reader attention. Otherwise, all the hard work of getting your web page in front of readers is wasted effort.

Articulation of the value proposition you offer prospective clients in fewer than thirty seconds is of course imperative when meeting with prospects face to face. Prospects are receptive to a meaningful message for only a few seconds. A solid reason must be provided during this short time for the listener to keep paying attention. Lose the prospect’s attention here and it might be gone for good. Communicating the value statement in a very short period of time is then extremely important in building relationships and in sales work.

So in the wild world of Search Engine Optimization, where the author may have unlimited space on her/his business blog, is this 30 second pitch still important? Of course the answer is ‘yes’ but the reader dynamic is somewhat different. Not only do you have to capture enough of the reader’s attention to convince him to click on your page, you have to continually compete for his attention to convince him to keep reading! So your thirty second pitch on your business blog or web page has to be carefully organized – even scripted – to first capture the reader’s attention and then continually campaign to keep it.

Social manners do not impact how a reader views a web page. If a page is confusing or doesn’t provide value, the reader clicks on to the next page or article. Reader’s don’t worry about being rude and can click off a page in a second. As people generally can read much more quickly than they speak, the page author has very few precious seconds to make the value statement and provide a really good reason for the reader to stay on the page.

It is of course no value to build a page that appears #1 on a Google Results list only to lose the prospect’s attention. Using the 30 second pitch rules to construct a message is important and makes the message efficient in terms of delivery. Here are four key points in structuring a blog post or web page using the ’30 second pitch’ rule. These are:

Content Organization Description Tags Value Proposition Humor and Wit

Organization – State the value up front with a bold claim or single reason the readers should pay attention. Bullet points can work nicely in that they lay out what the reader can expect to get by continuing down the page. Organizing a composition- for some authors- can be dreadfully difficult, but it is an absolute essential in competing for reader attention. State clearly the value of each point you are making and creatively remind her/him why it is important to keep reading.

Tagging – The description tag appears in the search engine results that users see when making a decision which page to visit. Value has got to be stated very quickly in your description. Making a bold but logical claim frequently helps. Something like ‘increase your sales by 30% in six weeks by.’ is a good, bold statement that provides the user with an exact statement of value as well as an expectation that he/she will learn how do to that by visiting your page. Later in the text, though, you must validate that claim!

Value and Value Statement – This must be continually presented and re-stated throughout the page or post. Readers must be reminded of the value they will find by continuing to read through the entire page. Think of the value to the reader and then organize key points and present them one by one.

Humor and Wit – Disarming a prospect with wit and charm is an age-old sales tactic that can also be quite effective when used on a web page. Frequently though, use of humor is more effective when used farther down the page, when competing for continued reader attention becomes more difficult. Wit also helps in making the reader more comfortable in taking the ‘action’ that you need – such as in completing a ‘contact-me’ form or making a telephone call.

Principles of the ’30-second pitch’ are highly useful in web content construction. Keeping readers on your page supports the investment made in attracting readers and can turn readers into customers.

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