One of the biggest problems with Web sites is that the very first page on the site is turning people away.

Why? Because most Web site owners talk about themselves instead of talking about their Web site visitor.

You know what I mean. How often have you visited a Web site that starts off with the big bold heading "Welcome to XYX Company"?

And it only goes downhill from there.

The next paragraph says something like "XYZ Company has worked for 40 years in manufacturing, testing and selling ABC products to businesses around North America and the world. Blah blah blah ... who cares ... Yawn!"

That sort of introduction is almost guaranteed to lose you business!

But why is it so common? I think it`s because people don`t know what eelse to write!

So in this article I`m going to give you a formula for writing compelling text on your home page.

Here`s the formula in a nutshell: BAD, WORSE, GOOD, HOW, YOU.

Here`s how it works ...

1. Show them what`s BAD in their business/life.
2. Show them that it`s WORSE than they thought.
3. Show them how GOOD it could be.
4. Show them HOW to fix it.
5. Tell them how YOU can help.

I`m going to expand on these in a minute. But first notice that the first four are all about THEM, and you only start talking about YOU in the very last step.

OK, let`s look at each of these in turrn ...

=== 1. Show them what`s BAD in their business/life. ===

What is your customer`s biggest problem? What are they most worried about? What causes them to stay awake at night, tossing and turning?

The first step is simply to state that problem. That immediately gets rapport because it shows that you understand them. And it engages them as well.

For example, suppose you`re a realtor looking for new clients, and you know that most vendors are worried about getting the best price for their house. You might start like this:

"Selling your home is one of the biggest financial decisions that you will make in