Improving Website Performance Tip 6 – Communicate With Customers In The Way That They Prefer
In this series of articles about improving website performance, We Will Consider The Issue Of Communication On The Page
Once you have got the prospective customer to your website page, the next action is to get them to take some action. So what approach is guaranteed to get the viewer to do something. Wow that’s a million dollar question but lets just explore some of the communication methods that we can find on a page.
1. The written word:
Hopefully your website is populated with lots of well crafted copy that will engage with the reader and clearly inform them of the proposition you are trying to offer / sell. My good friend (business colleague) and brilliant copywriter Richard Groom is always telling clients that its not just the words that you use, tone of voice is equally important when used in the copy. I.e. make sure that you are writing in a style appropriate to the audience. The company mailchimp are a particularly good exponent of this and you can see it used brilliantly throughout their website. Some examples include
- Nuts, you had a few people jump ship. Ah, who needs them anyway? Here are some of them
- People are telling their friends about your campaign
Writing for the web page has its own unique challenges (compared to writing for print)
People tend to scan read on the web so shorter sentences and more line breaks may be required.
Especially at the start of an article / product As writing for the web is a subject in its own right Richard will write a detailed article on this in the future. Needless to say
The way that you use formatting
Is really important
If you want people to read more
Two situations that can be directly compared to online experiences
Online situation 1: You are on the web and stumble across something that catches your eye
- An eye catching animated banner
- A well written adword
- A logo / link or brand
- An article that will solve a problem that you face
- A well designed link or call to action button
You click on one of the above, read (or look) and are directed to a page. Now how that page is formatted will impact on how much more you read / progress on the page. If you have stumbled across the page the likelihood is you want to scan and get information. As you were in browsing mode you may well be distracted by images / videos that are within the page.
So if you are getting transient visitors how are you going to present information to them.
Online situation 2: You are looking for a specific product or service so type what you are looking for into Google search for example ‘Padel Tennis Peterborough’. You are now faced with adwords and organic rankings. You click on the first organic ranking, visit the site, cant find what you want and leave. You click on the next site and are faced with
- An image that is matches exactly what you are looking for
- Words and messages that reflect some of the pains/ problems / concerns that a potential user may have
- Examples of the solutions that others like you have been able to utilise
- An offer i.e. get more information / reports / technical help the ability to get help which are all clearly identified as calls to action
How does your website Communicate To Visitors
Have a look at your website and see if it engages with the random visitor and the specific visitor. Does the site communicate what you want it too?
More information on how to communicate on the web in the next article
Improving Website Performance Tip 6 of 10 – GET ALL 10 TIPS
If you want to get all 10 tips now in a FREE jargon free report or watch a video of the findings contact Andrew Goode on 01733 361729 and I will send you the content. For examples of improving website performance simply click on the link