Three seconds, thirty seconds, three minutes
Every page has three audiences and most pages serve one.
Not filmed yet
The lesson is written out below. The video comes after.
Three people land on your page and they are not going to behave the same way.
The first gives you three seconds. They read the headline, they look for one proof element, and they decide. The second gives you thirty: they scan subheads, they look at a table, they skip everything written as a paragraph. The third gives you three minutes and actually wants the depth — and they are usually the one who buys.
Most pages are written entirely for one of the three, which means two of them leave. The fix is not shorter and it is not longer. It is layered: a headline that works alone, subheads and a table that work alone, and depth underneath for whoever wants it.
The one thing to keep
The skimmer, the scanner, the researcher. Design all three deliberately.
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