Should your website say less?

Blog Author: Aaron Smith | August 5th, 2014

If it has been a while since you looked at the contents of your website, now might be a good time to revisit the primary face that you are presenting to the public. Studies show that most people research a business on the web well before they choose to engage with them.

So what does your website say about you? What does it say to a prospect? More importantly, how does it compare to your major competitors?

A website is something that is never static, it morphs and changes over time. Also, the more that it changes the more that search engines increase its ranking. So when it comes to a website, change is good.

The secret to a good website is that it gets the message across very quickly. It ensures that there is a major impact with the viewer in the first few seconds of viewing it. This typically means it has to be very succinct in what it says, which is a good thing, as it makes you consider what is important about the message.

The sad fact is that most people will not spend long periods of time reading copy on a website. Most scan it and if they don’t find what they are after they move on. That’s why getting the text as concise as possible is critical on the home page. Many businesses are also now opting for a short video on their front page to answer the common questions visitors are after.

A video is generally more engaging and gets the message across much quicker than text – video is that way that many people consume information today (just look at how popular YouTube has become).

For the best results when it comes to your website, you should keep the initial pages concise and to the point. Allow visitors to dig deeper to find more details but don’t swamp them with loads of text to read upon arrival. Think about using a short video clip on the front page to answer visitors main questions and engage them in your brand.

It doesn’t take much to create a really impressive website these days, but the real secret is ‘less is more’.

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