If the next person who visited your website could only do one thing there, what would you want that thing to be?
Having one main thing for your visitor to do on your website is a powerful strategy that will help you get better results for whatever’s most important on your website.
It’s easier for you to do “One Thing” well. Trying to write copy, design a marketing strategy and create a business strategy around way too many things is a lot of work – and if you’re doing too many things, you can’t do any of them as well as they need to be done.
It’s easier to get your visitor to do “One Thing”. If you’re offering one clear choice of what to do next, then your visitor can see what they’re supposed to do, how to do it, and make just one decision – instead of deciding between too many things.
It’s easier to get people to talk about “One Thing”. You want people to help you spread the word about what you’re doing, right? Giving them one clear thing to talk about can help get the word out farther, faster and to make sure the message that’s going out from all of the people who are talking about you is consistent and clear.
And, focusing on one thing doesn’t mean that they’ll only do “One Thing” with you. It simply gives them a starting point. You can still offer many things, and serve people in many ways – but you just don’t confuse or overwhelm them with that up-front.