Dec
02
A Simple Website Tip for Your Small Business
ByIn case you don't like listening to audio, here is the transcript for
today's podcast, "A Simple Website Tip for Your Small Business".
Today I want to talk about a mistake that I see people make time and again
on their Websites, and what to do about it. Because just recently I've come
across this mistake three times. And it's one that's guaranteed to keep
people from reading all the content on your Webpage.
Since studies have shown as many as 50% of Web sales are lost because
visitors can't easily find content, that's the last thing you want to have
happen.
Here's the thing.A lot of Web designers and developers will still try to
tell you that people don't scroll on Websites, so you shouldn't put much
content up there. But this isn't necessarily true.
If you clearly have information that's important or relevant to the reader,
they'll read every word. And if someone is serious about making a
purchase-especially a higher priced one-they're going to need quite a bit of
information before they can confidently buy from you.
So, the problem isn't that people won't scroll. It's that they either aren't
enticed to scroll by the content that's on the page.Or, they aren't aware
that they should scroll.
The first problem would take way more time than I have here to discuss (but
you can learn more in my e-book The Small Business Website Bible, available
at http://www.smallbusinesswebsitebible.com/
<http://www.smallbusinesswebsitebible.com/> ), the second is the one I'm
going to tackle right now. And thankfully it's usually an easy problem to
fix.
You see, oftentimes, the reason people don't realize they should scroll is
that there is too big of a vertical space (or too many line spaces) between
lines or paragraphs or other content. So unless they scroll, they don't even
see that there is more information below. All they see is empty white space.
That's not to say you want everything on the page packed so tight it's hard
to look at or read. But you do want things close enough that you can always
see at least a hint of what's to come. Otherwise, chances are, people won't
keep scrolling down for more simply because they don't know there IS more.
So take out that unnecessary white space and give people a good reason to
keep scrolling down by offering killer content. Again, this is a simple
change. But it's one that can make a big difference in the effectiveness-and
sales-making ability-of your Website.
Have you found other ways to entice people to scroll? Share your thoughts by
leaving a comment below.
Struggling to make your marketing efforts work for you, online or off?
Find helpful resources here: http://www.success-stream.com/…oducts.htm
Mobile post sent by Stacyk using Utterli. today's podcast, "A Simple Website Tip for Your Small Business".
Today I want to talk about a mistake that I see people make time and again
on their Websites, and what to do about it. Because just recently I've come
across this mistake three times. And it's one that's guaranteed to keep
people from reading all the content on your Webpage.
Since studies have shown as many as 50% of Web sales are lost because
visitors can't easily find content, that's the last thing you want to have
happen.
Here's the thing.A lot of Web designers and developers will still try to
tell you that people don't scroll on Websites, so you shouldn't put much
content up there. But this isn't necessarily true.
If you clearly have information that's important or relevant to the reader,
they'll read every word. And if someone is serious about making a
purchase-especially a higher priced one-they're going to need quite a bit of
information before they can confidently buy from you.
So, the problem isn't that people won't scroll. It's that they either aren't
enticed to scroll by the content that's on the page.Or, they aren't aware
that they should scroll.
The first problem would take way more time than I have here to discuss (but
you can learn more in my e-book The Small Business Website Bible, available
at http://www.smallbusinesswebsitebible.com/
<http://www.smallbusinesswebsitebible.com/> ), the second is the one I'm
going to tackle right now. And thankfully it's usually an easy problem to
fix.
You see, oftentimes, the reason people don't realize they should scroll is
that there is too big of a vertical space (or too many line spaces) between
lines or paragraphs or other content. So unless they scroll, they don't even
see that there is more information below. All they see is empty white space.
That's not to say you want everything on the page packed so tight it's hard
to look at or read. But you do want things close enough that you can always
see at least a hint of what's to come. Otherwise, chances are, people won't
keep scrolling down for more simply because they don't know there IS more.
So take out that unnecessary white space and give people a good reason to
keep scrolling down by offering killer content. Again, this is a simple
change. But it's one that can make a big difference in the effectiveness-and
sales-making ability-of your Website.
Have you found other ways to entice people to scroll? Share your thoughts by
leaving a comment below.
Struggling to make your marketing efforts work for you, online or off?
Find helpful resources here: http://www.success-stream.com/…oducts.htm
Get them to scroll or use the power of the web so they don’t even have to.
The power of the web, if websites are done correctly the content can be well woven web as well.
A great way to use this power is to not just have text but well placed links that anchor to information within your text. Often people write copy like they write it in word forgetting that if something is relevant and links to details later in the document why not provide a link in that first paragraph to the more detailed information below. For example you make reference to a list of your services, make the word “services” a link to the detailed copy farther down the page. If that is what the customer is interested in they can get to quickly. If your copy pulls them in they can and will read on or even go back. Provide that link at the end of the copy to go back. That is the power of the web that people don’t often take advantage of. This drills people into what they are looking for and pulls them through your copy. Think about using links for more than just a new page.
I would also agree with everything you said about white space and it is why you should make sure your web designer has tested your sites in multiple browsers, and screen sizes before you sign off on it. The white space you see or the location might be different on another computer or browser. Even the individual monitor display settings can make a great site look like a jumbled mess. So just because the white space is not noticeable for you doesn’t mean it is that way for all viewers. Sometimes white space is needed or make sense in a site, but is the effect the same for all your viewers. If you have access to web stats you should look at what are the common browsers your customer base are using to view your site and then test the site in all those browsers.
It is a challenge to build sites that work in every monitor or every browser since the site can look different in each. A good web developer will consider this in the design and layout of the site and should be taking care of this for you. If you have never looked at your site on a 15”, 17” 19” or 20+’ monitor in all the common browsers you should. See what your customers are seeing not just what you see on your computer, there can be a huge difference.