If you’re in charge of your web site, you know everything about your business. There’s a real temptation to put up every piece of information about you have about yourself.
Most people who go that route end up with a big, wordy mess. The problem is, it’s hard to see it if you’re the one making the mess.
People only come to your site for two reasons: to get information, and to perform a task.
If a reader doesn’t instantly see how to do those things, they’re leaving. So you have use all that information you have to focus. To pare down. To get to the point.
Make it easy. Yes, you want to talk about your sale or your event. But do it in a way that allows people to immediately get their information, immediately perform their task.
Doing the opposite is a common mistake. If someone needs to find out the dates and times your event takes place, they shouldn’t have to search for it.
Likewise, if there’s some information that makes your business stand out (not just, “we’re better than the competition”), put that front and center. Give that information away- don’t make your readers hunt for it.
It should all be easy to read. Stay away from long paragraphs, or big blocks of text. Use subheads to break up your ideas. Use numbered and bulleted lists. Use your imagination.
The quicker your site gives people information, or helps them perform a task, the more conversions you’ll get. Always.
