You have 30 seconds to let visitors to your website know that you can help them with their specific problem.

Do that—according to communications expert Joe Bavonese—and they’ll stick with you as you lay out your experience and qualifications. You can then invite them to contact you for an appointment and many will. It’s a simple, concrete format—and it works.

In this quick clip, Joe walks you through the four steps of his plan, and explains why and how they can help you.