One of the important things to bear in mind when designing a website is the different needs that users have. Some will be accessing your homepage for quick information – your contact details for example. Others will be visiting your site to find out more about your brand and decide whether they want to become a customer or not.

To cater for both these customers, we apply the 30:30 rule. Customers should be able to get what they need within 30 seconds but there should be enough interesting content to keep them involved for 30 minutes.

Always prioritise the 30 second skimmer because they’re likely to be an existing or potential customer. But gradually develop enough content for the 30 minute researcher – these are the people who become evangelists for brands they decide to trust.