Many of us love social media advertising, but selling a line of products or services online requires an effective website. Big companies with gigantic budgets create web presence primarily for branding. But most of us expect websites to produce direct business.
We spend hours on wording, graphics, photos, and catchy headlines. Then push social media, online advertising, SEO, paid search ads and anything else that may drive website traffic. Web analytics may then indicate significant traffic gains, yet business doesn’t increase nearly as much.
Why? It’s because we haven’t considered the behavior of web visitors. Here are some facts to help us understand and engage them:
1. Even if people visit your site based on something for which they have searched, they usually spend only a few seconds on the page they reach, unless something compels them to pay closer attention. Many reach your site expecting something different, and exit immediately. Many others are simply curious, and are not even remotely qualified to become your customers.
2. Many read only headlines. If your headline doesn’t inspire them, they may be lost forever. Few read long blocks of text, no matter how well you have written it.
3. Photos are usually glossed over, particularly if they are just shots of attractive people. Viewers see stock photos on virtually every site. If your photos don’t tell a unique story, they won’t be memorable, or even noticed.
4. Pages filled with text bullets are treated like boring PowerPoint slides and seldom rate more than a quick scan.
5. Videos may rate an initial click, but visitors won’t spend more than a few seconds unless quality is excellent, messaging is crisp, the video is short and to the point. And unless videos have a call to action that people can follow immediately, they don’t impact business.
So what formula will deliver your message and stimulate business? In our upcoming posts we’ll explore some answers.