Your Message Needs Focus
Have you ever been to a website that had so much information on it you were lost before you could even get started? I’ve yet to hear a user say “I love cluttered websites”. However, website owners often feel that if they don’t put everything important on the home page, they will lose opportunity. And when I say feel, I mean driven. And when I say driven, I mean obsessed. And when I say obsessed, I mean maniacal. Get the picture? Now you tell me, how many maniacal people make healthy decisions for good communication?
If you’re a website owner, slow down and focus. Pick ONE thing–yes, I said ONE–that you want your site visitor to do as a result of coming to your site. Then drive 80% of your content messaging with that goal in mind. Make it easy for your visitor to do that ONE thing.
That leaves you with 20% of your messaging to address other website goals. It may be hard to believe but you’ll actually get more results by limiting your message.
Think of it this way. You walk into a room with a wall lined with shelves filled with shiny balls. Hidden somewhere in those shelves is the ball that will bring you the most sales. What is the likelihood that people will find the ball easily or perhaps at all? You’ve given them too many shiny balls to chase.
Now, walk into the room again. This time you see the wall lined with shelves but only 3 shiny balls are there, and one of those balls is really huge and has sparkles. Which ball will get the most attention?
Thanks to VideoHive for the photo. They’re a great low-cost resource for stock footage.
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