Exclusive from ITB: Surfers are generally impatient, they want to get as much information out of a site as possible, on their first click.

Google+ and other social media sites require 'trivial' information on their first page – a customer’s first access point to information. However, the little space allowed for texts can often lead to miscommunication.

As author and Online Marketing Expert Björn Tantau (right) puts it:

“uninformative short-texts can be problematic for the travel industry provider since the competition is only one click away… The first details a consumer sees on a page needs to be as complete and convincing, with as few words as possible.”

Read full story HERE