With the glut of information and competitors online, how will you engage busy buyers who have such short attention spans? Two ways: by using design to draw folks into the key messages on your website; and by crafting those messages to make a genuine connection.

We’ll look at a pile of before-and-after examples to explore some surprisingly simple ideas and insights that really can help your site stand out. The trick, as we’ll see, is to approach things from the buyer’s perspective instead of the seller’s perspective.