Website Content and Design - Getting Better Results

There are several factors I consider when I approach website content. I'm not only concerned with the content. I am concerned about the layout and functionality of the website itself. Not only do my clients need to get found. They need to get results after they are found.

Content, Search Terms and Interest

There are three primary drivers that help a website get found. One is content. The second is the search terms used to find the site. The third is interest in the product or service my client is selling. Ultimately, content has to work from the third point backwards. This is especially true if the visitor found the site through organic search.

The home page of the website should be connected to the product or service the visitor came looking for. The appropriate search terms (keywords) should have been doing their job. That's why the visitor arrived. But once the visitor is there, it's the content and the way it's presented that is going to keep the visitor hooked or lose him or her.

So how do you present content in a way that hooks customer interest?

1) Avoid content that makes the home page load slowly.

Flash (which appears as a blank screen on most smart phones), videos and pictures all slow down your upload time. If a customer has to wait too long, you may lose them. Google also ranks slow-loading home pages lower.

2) Avoid anything on your website the pops up unexpectedly.

I've felt like I was going to jump out of my skin when a website suddenly starts running video. It's much better to invite the customer to watch the video, then to set it to run automatically. Is it worth the risk that you will lose customers because your video was too intrusive? Automatic video also contributes to slow site issues.

3) Don't cover your home page with a pop over as soon as the customer clicks to your page.

Give your visitors a chance to see what your site is about. It's annoying enough to have to close the pop-over that many customers just go elsewhere. It's a much better strategy to use a pop-over that confirms that the customer wants to navigate away from your page. It's less intrusive and gives you an opportunity to deliver an invitation to stay.

4) Recognize that your home page isn't a landing page.

It's the launching site for landing pages. You can develop your message more completely on pages that are dedicated to your separate services. Your home page is not the place for your hard sell.

5) Include at least one call to action (CTA).

Decide what action you want the visitor to take. Is it to call you? Is it to download a white paper? Is it to view a video? Whatever it is, invite your visitor to do something that has the potential of bringing him or her into your sales funnel.

You probably don't want to go for the aggressive sale on your home page, unless you are confident that all your visitors are there to buy or download your product (such as a website that promotes a single software product).

Those who have come to your site ready to buy will. Those who are just exploring are much more likely to respond to a call to action (CTA) that invites them to watch a video, download a how-to guide, a white paper or a case study. Info kits are also good introductory CTAs.

It never hurts to nurture your visitors into a deeper awareness of why they need your product or service, or why they can be confident if you choose your service. Create something that gives your visitor a reason to share their email. Not everyone who visits is ready for a decision, but many can be nurtured into a decision.

6) Use color and images.

Color, used carefully, can be a powerful tool for organizing your page. Using colored boxes can direct the eye to your calls to action. Keep the scheme simple. Otherwise, color can get in the way of your message.

The same image on both the home page and the landing page can assure a visitor that he or she is still on the same website. Using an image as part of your call to action is another smart tactic. Just make sure the entire image is clickable (and that there is alt text behind the image).

7) Place your calls to action in the right place.

Most people expect a navigation pane to the left. This means they might overlook your call to action if it is placed to the left, because no one expects anything of real importance on that side of the screen. The best place for your most important calls to action is at the upper right of your screen.

You also want to be sure your calls to action are visible above the bottom of the computer screen. Assume that your visitors are using wide screen monitors for desktop or laptop viewing. If the message is below the bottom of a wide screen, rethink your page layout.

Ultimately, the most important thing to remember as you balance content and design is the need to answer the following three questions every visitor asks when they visit a website.

Why did my search bring me to this page? It should be obvious what the site offers.
Where do I go? Navigation should be simple to understand and logical to use.
How do I get the information I am looking for? It should be obvious what a visitor should do to access the desired information.

You want every visitor to your website to know what you offer, where you would like them to go and what you would like for them to do. When you combine calls to action with a good layout and a well written message, your home page, in fact your entire website, is more likely to get better results.