Losing the attention of website visitors happens fast, especially if the website for your new store is making these key blunders.
Eight seconds is all you get.
If you hope to capture the attention of new customers and maintain the intrigue of your established customers, your new store’s website has about eight seconds to pull that off. Do you know what you need to know to establish a website that actually converts, attracts and properly showcases your brand?
If you are planning to incorporate a website with your new store strategy or update website copy that is outdated and non-performing, here are a few website content blunders you don’t want to create when breaking out your new store web content strategy.
Engaging your audience needs to happen immediately. The headlines are the boldest and most obvious target on a website used to grab a reader’s attention quickly. Properly crafted headlines can communicate your brand promise effectively, while poorly written and constructed headlines will lose their attention in a mere two seconds. Here are some things you want to do (with examples) to craft targeted and eye-catching headlines:
- Identify and solve a problem: “Parenting Guru: From Chaos to Success”
- Strike a Note of Controversy: “Why All Guys Cheat”
- Use Short Titles: “Fat Makes You Thin”
- Offer Explanations: “How to Double Your Loyalty with Facebook Ads”
- Create a List Headline: “5 Ways to Make More Money Before Next Year”
If you aren’t sure which headlines are converting, test them. Put up a content offer and test the effectiveness of each one to see what grabs your particular audience. Then, keep testing and testing and testing.
Confusing the Reader
Multiple choices on a web page don’t provide more freedom to the reader. They create deeper confusion. Many believe the more choices a website visitor has, the likelihood is greater they will make no decision at all because they are confused at what is being asked of them. So, don’t overwhelm your visitors with choices on where they need to go to look for one thing. Re-direct them to your page on another site.
Here’s an example: a potential customer visits your page and clicks on “5 Ways to Make Money Before Next Year.” But, before they can read the content they need to enter their email address. Then, once on the site they are asked if they would like to leave a comment or rank the site before starting – and the list continues. One visit requires one action from a consumer. Concentrate on not multiplying those choices of action.
Over the Top Action Steps
If you have created targeted copy and show-stopping headlines on your new store website, and you are asking for site visitors to take action on your content, don’t lose your mind now and forget the basics. Once you create a call-to-action for site readers to take, don’t “fancy” it up with funky fonts, loud colors and unnecessary highlighting. Keep the action step simple. Bad conversions will not only hurt your credibility, but they will also turn off your audience. Great content involves more than words. User experience is crucial to consider when trying to boost your site conversions.
Rambling on the Home Page
The old adage of “build it and they will come” just doesn’t work in the digital marketing realm. Consumers have so many choices and they don’t have to come to your website. But you can put the odds in your favor if you offer creative content that invites them in and keeps them engaged. Most readers don’t venture past the “fold,” so keep your top copy in tip-top shape in order to convert.
In short, declutter your web space. Be clear on what you do and what you provide. And, most importantly, be authentic and creative. Remember, eight seconds is all you have to hook a visitor. Make sure your site is designed to make the most of that time.