What you’re about to learn will cost me. That’s because website consultants usually bill for this kind of advice.

When you launch or enhance your website there are certain numbers you should consider. The number of dollars involved comes to mind; how many dollars go out versus how many benefits come in. This could be measured by the number of dollars saved or the number of dollars or benefits generated as a result of having a website. These are important numbers. Work these numbers carefully but consider the following less obvious numbers as you do.

7 seconds - That’s all the time you have to get the attention of a visitor to your Website.

Provide a reason for someone to “click and stick” to your site within seven seconds or they probably won’t hang around. Be sure your message is engaging and pictures load quickly. If the home page doesn’t load in seven seconds or less, people are likely to leave your site and go elsewhere (i.e. your competitor).

30 seconds - Generally speaking, most people stop listening before you stop talking.

Experts in human behavior have validated the aphorism, “Brevity is the soul of wit.” Basically we all have a short attention span. On the average, 30 seconds is all the time you have to get your point across. Obviously business communications can and do take longer than 30 seconds, but when it’s time to make your point, 30 seconds might be the limit. Your web page should address this quirk in human behavior. Certainly you’ll need additional time and space to amplify your message, and you’ll have a greater opportunity to do so if the first page gets your point across. People can’t drink from a fire hose. Let your visitors enjoy a refreshing sip for the trip!

4 inches - The most valuable “real estate” you have on the web measures 44 square inches.

A Website fills a screen from the top down and the eye scans as the information arrives. The top four inches of your Web page is where you make your first impression. This is where you place a concisely worded, highly effective message and a compelling, visually appealing, fast-loading picture to put you or your company in the spotlight. If no perceived value is found in the top four inches of your site, visitors will likely go elsewhere (again, your competitor).

Hits in the millions - Don’t be impressed by the number of hits your website receives.

If millions of hits translated into thousands of dollars, hundreds of dotcom companies would still be around. A more important number is the amount of individuals you identified and began communicating with as a result of the website. Focus on numbers of identifiable people. Hits are important only to the extent that they allow you to identify individuals. Make it easy and rewarding for visitors to identify themselves with at least their e-mail address.

If you’ve got a Website or you’re thinking about getting one off the ground, consider these numbers. Work the numbers and put them to work for you to improve your business effectiveness on the web. Everyone will be a winner!