I subscribe to the belief that any purchase decision is based on emotions. When you analyze all the different emotions that drives a purchase, the common denominator is to make your life better. This is a great place to start for your website content strategy.

What aspects of your product or service improves the lives of your customers? How can you increase these benefits?

If there’s only one message your website user should instantly understand, make it why your product or service is going to make their life better. Communicate that in the average 9 second time span you have their attention on your website homepage, and you’ll have a great chance at triggering an emotion that drives them further into your site.