It makes sense to be creative.
First of all, creativity is fun. People respond to it within your company and among your customers. With billions of web pages vying for attention, the creative ones, in both design and content, tend to have more people like them.
If more people like them, there’s more chance for interaction. Considering the channels of interaction now available in the world of social media, that’s hugely improtant; interaction is what your site is for.
The question to ask then is: What is your site doing creatively? Is it creative for its own sake? Is it clever? Because clever means most people won’t get it.
There’s a widespread fact/myth that gets spread around the web that the average site visitor reads on a 5th or a 7th grade level (I forget which one). I’m sure there’s some truth to it. Clarity is important above all else.
So, that fact/myth shouldn’t matter much if you remember that most visitors aren’t coming to your site to read (visiting your blog is a different story). They want information or help performing a task. That’s it.
But, they also need to know that the task is worthwhile, that the information is valid. That’s where creativity matters. Clarity and creativity need to be on equal ground.
Skip creative and go straight to creatively clear.
Tags: content, Digital Marketing, marketing strategy, writing