Yes, you – a busy person turning to the internet in search of a quick solution to a specific problem.

Behind the glass in front of you are ten pink feather boas. You’re certain they must vary in quality but without being able to touch them – and to your untrained eye – you’re unable to tell the difference between them.

They could be handmade, mass-produced, or thrown together with a glue gun and a prayer… but right now? They all look the same.

This  one is effortlessly draped over the shoulders of a golden mannequin. Beneath it, a little plaque in swirling cursive reads: Bea’s Boas – The Best Boas in Business.

A warm light softly illuminates the boa. A summer breeze floats in, coaxing each feather into a gentle dance. Is that... a choir of angels you hear?

... but I think I know which feathery friend I’m taking home and I didn’t even come here for a darn boa!

Okay, so this is a slightly dramatised version of what happens each time someone goes online to look for your service or product. 

Research suggests that the average user spends less than 6 seconds looking at your content before deciding whether or not it’s something they want to pursue.

That’s just about enough time to read 20 words, and definitely not enough time to have read through this entire slider!

Is that enough to stand out from your competition? Or could you be doing more… building trust with your audience and making an impression, before they’ve even started reading?

I’ll give you a hint on how you can. It starts with a ‘B’ and it isn’t boa!