How to Make People Read Your Website.
It's a well documented fact. People don't actually read on the internet. Unless your site is content driven (e.g. news sites, active blogs, etc.) very few people will take the time to read your copy. This is especially true for sites offering services - like realtors.
So what do people do instead of reading? They skim to find the information they need - a contact number, a book title, a government regulation - and if they don't find it within a few seconds they go some where else.
So how do you keep people on your site when the competition is just a click away? Well, there's lots of answers to this question. But here's the most important piece of advice: choose an effective tag line.
A tag line is like the slogan for your site. It should explain, at a glance, what your site has to offer. Here are some tips...
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Use simple, direct language.
Paypal, for example, has a good tag line: The faster, safer, easier way to pay and get paid. Often people make the mistake of trying to sound 'professional' and end up with something horrible and vague like: Providing e-commerce solutions and online integration for merchants and consumers. What does that mean? -
Make sure it stands out.
Pay close attention the hierarchy of information on your site. There are easy ways to make some bits of information stand out from the rest. For example: try changing font color or size, maybe remove some extraneous information, try adding some extra spacing. Whatever you do, make sure your tag line is clearly distinguishable within a few seconds of visiting your site. -
Choose a conventional location.
Remember people read sites from top to bottom and left to right. This, for example, is why logos are so often placed on the top left. Try to keep this in mind when placing your tag line. Definitely always place it above the fold. Also, if possible, include it somewhere on every page. A good location is just below or alongside your logo. -
The shorter the better.
Remember people read websites the way they read billboards. No one is going to read a four sentence explanation of your service. But if you keep it under, say, eight words people can't help but register the information. With any luck, you'll have them interested and then they might read those other sentences. Maybe.
Even with these tips in mind, choosing the right tag line is not easy. But it's definitely one of the most important aspects of designing an effective site. So take your time with it. With a little effort, people might actually take the time to read about - and hopefully even purchase - your services.
- Cory
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