Go to a website you have never visited. Set your timer on your phone to 8 seconds. Browse the site. When the buzzer goes off, can you tell what that company featured on that website does?
Customers quickly view most marketing materials at a glance. A quick look at a brochure, a webpage or even an ad. If it takes more than 8 seconds to understand what the companies are about, you lose.
TMI
I did this little experiment last month with a client’s website with a handful of online friends. They all agreed to look at the company’s website and, each was knowledgeable in that industry. It wasn’t something so esoteric that it would only be clear to an insider. When I shared this with my client, they were surprised but understood the point I was making.
Do This:
- Pick one key message for the homepage that provides a clear and simple statement about what you do. Don’t try and cover everything – just cover the main thing.
- We sell office supplies for small businesses
- We provide logos for startups
- We deliver groceries from any supermarket you choose
- We make customized hats for newborn babies.
- Drop down, or search boxes will allow the visitor to go deeper, once they get the basics. But no one is staying on the site if it’s too much information.
- People read photos. Make sure the photo or video tells your main story. Words alone won’t be all that visitors learn in their 8 seconds. Make sure your picture conveys the benefit of working with you in a snap.
- Clutters Kills Communications. Say it directly with the fewest words possible.
- Don’t use jargon or abbreviations. Make it easy for a novice or expert to understand what you do.
- Think of a store sign. You wouldn’t put paragraphs on a sign on a retail store. If you only sell Beer, say it on your sign (and your website too). Say Gluten-Free Cupcakes. (if that is your specialty and your primary focus). Don’t make it a puzzle.
When I was in graduate school in communications, I remember learning that you aren’t communicating if the intended message isn’t received. Effective communication is a two-way street.
Being creative isn’t a goal.
Your goal is to be understood.
How clear is your message? If it is all over the place and confusing, it may be time to get help. Call me at 919 720 0995 or email me at jeffslater@themarketingsage.com
Photo by Lance Anderson on Unsplash
