Stop the scroll
We want people to scroll - to find our posts and information. But then we want them to stop. We need visitors to stop scrolling long enough to take in the reasons why our areas and businesses are worth visiting. We need them to stop scrolling so they can choose us.
We need visitors to absorb essential information on our websites, and visitors don't always have the patience to scroll all the way down your pages to find what they're looking for.
The answer: use really compelling information and inspiration at the top of your website, and on social media posts.
What does that mean? What can you do?
1. Use a strong headline that grabs attention.
2. Include something that shows you understand what visitors need, and differentiates your business/area from others.
3. Show your strengths quickly, clearly and powerfully. Images help, but get the words right too.
4. Think of common barriers to visiting/buying or the kind of reassurance visitors might need - and provide it before they've even started thinking about it.
You should be able to do all this in the first section of your website, so visitors don't have to scroll to look for more details.
It can be harder to include all this in a small social media post but you can always do 1+2, 3 or 4.