Dodge City Daily Globe - Dodge City, KS
  • Digital Media Marketing: Less is more on your website

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  • Your website is up and running with loads of information about your company. You're hoping to connect with potential clients who are searching for your products and services. But, unfortunately, the phone isnít ringing.
    You could be driving away potential business or site traffic with information overload. Visitors may feel like they canít keep up, or information is flying over their heads, more than they can take in. Website visitors generally leave pages in just 10-20 seconds, unless the page offers a clear value proposition, in which case it can hold people's attention for much longer.
    As a user skims through a website, they only have time to reach a quarter of the text on the page before giving up. Unless your information is clear, focused and easily understood, you may send your visitor clicking on your competitor.
    Here are some steps to ensure your information is taken in quickly and easily, and drives action:
    - Use headlines and subheadlines - A great headline or page title can make or break a page. Visitors tend to scan before they read, so creating enticing, benefits-focused sub-headlines can really boost the odds that your page will be read. Run a ďscan testĒ on every page and see if you can get the gist of a page by just scanning the title, subheads, and calls to action.
    - Break down your content - Make sure your content is broken up into segments so it is easy to browse.The first 10 seconds of a page visit are critical for a user's decision to stay or leave. If you can convince readers to stay for half a minute, there's a fair chance that they'll stay much longer.
    - Create bulleted and numbered lists.
    -- Lists make content much easier to scan. -- Slight indentation and bullets draw the readerís eye. -- Google spiders pick up on these as relevant in their searches.
    - Images - Stories and pictures are the most powerful ways to get and hold attention and persuade visitors to take action. People want to experience a website, not browse it. Use images to connect better with your target audience in that first 10-20 seconds.
    Tip: Creating contrast is a great way to incorporate images. The brain tends to pay more attention to things that are in contrast to what came before in order to make instant decisions. Use the before/after method to entice people to pay attention to your product or service by demonstrating the benefits in a before and after format.
    Call to action: People donít want to have to think when they are browsing websites so let your users know how to get started. Use a strong call to action to convince people to use your services. Keep it simple, make it obvious and make it valuable.
    Page 2 of 2 - By making the most of your site and keeping it concise, informative and enticing, customers will understand your intentions more easily. By gaining trust and building better rapport through great content, customers will come to see you as a great source for what they need. In no time, your phone will be ringing off the hook with new clients and new business.
    Propel Marketing is an online marketing company providing digital solutions to local small- and medium-sized businesses: www.propelmarketing.com.
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