Most business web pages fail.
They’re often dysfunctional, hard to read and filled with verbose fluff that does nothing to convey the selling message.
Among all the elements of a website, the most fundamental remains this: The Sales Message.
Successful pages have some things in common.
- They’re written in personable language. They dont use jargon when plain direct English will get the point across.
- They clearly state the benefits of the product or service.
- Claims are backed up by proof.
- They feature reassuring guarantees.
- They feature testimonials.
And all this underpinned by the awareness of a pesky little trait of the web:
Its this. .
(People rarely read webpages.)
. . they scan.
You can have the best content imaginable, but your page’s results will suffer if the content is poorly presented.
So:
- The page is created in a font that can be read.
- The content is on a complimentary background (white, or off-white), not on a pattern that only meet the creative fancies of the web designer.
- Text is wrapped to a column width that’s easy to read. (Newspapers do it for a reason)
Using a layout that’s pleasing to the eye, minimizes distraction.
Using relevant images retains attention.
Like this one . . .
Ok, the image above isnt relavent at all to this page. (But pretty cute don’t you think?)
My point is this.
Elegant and effective use of images on your page has this effect of encouraging visitors to stay longer – thereby being infused with more of your marketing message and the benefits of your offering.
Stands to reason – the more benefits you can infuse them with, the more likely they are to buy your goods or services.
And your business website has no other reason to exist than to get people to buy.
Does it?
Perhaps I can get your web content to sell more.
Contact me and lets have a chat.