So you're on the computer, as usual. Your eyes are smarting. Your back hurts. You want to jump in the car and sail down the highway with all the windows down and your hair flapping in the wind. But before you call it quits for the day, you have to look up just one more thing. Maybe it's web marketing, maybe you want to buy some artwork to hang in your office. Off to Google you go.
You type in the magic words, whatever they are, and watch as a list of websites flows down the page. You click on the first one, and it's an instant assault on your eyeballs. Ten glaring banners, flashing like Vegas at midnight. One of those annoying hover ads that follows you as you scroll and won't let you read anything until you click the corner. Some sparkly things "snowing" down the page. Frantic messages screaming things like BUY NOW! LAST CHANCE! INSTANT SUCCESS CAN BE YOURS. A picture of a grinning guy who reminds you of your creepy Uncle Lester.
You click away. Not today, not any day. You don't care what that guy is selling or even if he's giving something away, because his presentation is god-awful. Just when you thought you'd escaped the mayhem, a sneaky little window pops up: "WHY DID YOU LEAVE THIS SITE? Please fill out this quick survey!" Are they kidding? You consider typing something offensive in the "Leave Your Comment" box, but figure it will only encourage someone to spam you with unwanted offers.
We're all familiar with this web-surfing experience. It's downright unpleasant. What's your opinion of someone who pitches their company in such a loud and desperate manner? Do you believe all of their pie-in-the-sky promises? Do they strike you as company run by people who are intelligent, honest and reliable? Are you going to whip out your credit card because they tell you to?
Of course you're not. Being the loudest, the brightest, the busiest and the boldest may attract attention, but it does not bring sales. That's something to remember when you're creating your own company website. What DOES attract and keep new customers coming back? A simple, tasteful web design. An easily navigable site. Copy that's crisp, clean, and interesting.
Here are 7 reasons to tone down your advertising:
1. Flash is just too flashy. A flash presentation can be creative and unique, but is it really needed for what you offer? Will that kooky winking clown-head in the corner really make the sale for you? Even if you find a really excellent designer who can put together an incredible high-tech Flash feature, consider the harried web surfer. She's been clicking all day; do you really think she has the patience to stand for one more mini-movie?
2. Too many messages cancel each other out. Ever try to read one of those pharmacy circulars when you're tired? All of those big red words emblazoned across the page. Headlines crammed in beside blown-out price points and cheap photography. It isn't easy! If you try to cram a whole bunch of words on your website, guess what? Not one of those messages is going to be read, let alone remembered. The eye doesn't know where to look! Try a visual whisper instead of a scream. Make your point as best you can, but take care to leave whitespace so the eyes have a resting place where they can digest what you've said.
3. Movement is distracting. Think about the last time you visited a website with "magical stars" sprinkling down over the words. Were you able to read and understand it? Mind the weary web surfer; be kind to his eyes! You stand a much better chance of holding a customer's interest with words that aren't flying off the page, but rather standing still in one spot, waiting quietly for someone to read them!
4. The mighty click is all-powerful. You know what it is to be that web hunter. The mouse is in your hand; you're in total control! Now think of that other person palming the mouse, surfing YOUR site. If your website is a frenzy of color and confusion, all it takes is one CLICK and you're forgotten! Don't want them to click away? Here's how to make them stay. Keep it clean and simple!
5. Your empty promises are lost on the skeptical consumer. Think about your own web-surfing experiences. Did you believe that guy who told you he'd make you a millionaire if you just SIGN UP TODAY? You're better off being honest and optimistic, than crazed and fanatical about what you can offer your customer.
6. Pop-ups are really annoying. Have you ever been so intrigued by a pop-up ad that you bought whatever they were raving about? My guess is no. Do you appreciate it when you're trying to get some work done on the computer and fifteen pop-up ads crowd your screen and overload your hard drive? I certainly don't! If you don't like such rude interruptions, then don't impose them on somebody else. I don't care how many times that marketing guru tells you it will improve your search engine ranking. Search engine stats might give you exposure, but click rates mean nothing if the customer's not buying.
7. No one reads really long sales letters. Ah, how brilliant of those copywriting experts to convince you that a six-page letter is going to bring in big bucks for your company. Especially if you're paying them by the hour or word! A two-page letter will do the same thing as a six-pager, and more. The 'more' being that it will hold your reader's interest the whole way through. Brevity is the key to great writing. If you can make a great argument in five words or less, you've got it all over the next guy. Keep that in mind before you put the Magna Carta on your web portal.
Want to design and write website content that attracts and captivates? Want to bring your visitors back for seconds, thirds, fourths, and the ultimate purchase? Then keep the above "distractors" to a minimum. Really try to put yourself in the other person's shoes... the one who is searching the internet for what you have. Think about all of those things that prevent you from enjoying your web surfing experience, and then take care to remove them from your own company website! Offer tasteful, subtle design, eloquent headlines, and clear, informative copy. Be honest about what you sell and how it can make a difference for your potential customer. Speak softly, and watch the sales roll in.
Copyright 2005 Dina Giolitto. All rights reserved.
Dina Giolitto is a New-Jersey based Copywriting Consultant with nine years' industry experience. Her current focus is web content and web marketing for a multitude of products and services although the bulk of her experience lies in retail for big-name companies like Toys"R"Us. Visit http://www.wordfeeder.com for rates and samples.
Wood Dale Chicago prom limo .. Lockport Chicago limo O’HareMy mother used to take me along when she visited... Read More
With an increasing number of employment portals emerging, it is... Read More
Are you looking to create the perfect website? A complete... Read More
Choosing the right typeface for your website copy is important,... Read More
How many times have you clicked on a website only... Read More
From my personal experience of around two year as home... Read More
You've likely heard of the movie, Jerry Maguire, with its... Read More
Many businesses want a simple website where they tell people... Read More
Internet Explorer, created by microsoft has been the most popular... Read More
Your web site should be-visitor friendly to navigatesearch engine friendly... Read More
What the heck is going on lately? Most internet websites... Read More
The title tags of your web pages are more important... Read More
An application is not ready for use unless you have... Read More
Cascading Style Sheets (CSS) allows you to create fast loading... Read More
If you think it's simply a case of who will... Read More
If you have a website, you want your visitors to... Read More
One of the most frequent questions I get asked about... Read More
The concept of web designing based on the nature and... Read More
Design sells. It's something that all of us know, but... Read More
There are many companies who build websites, all of which... Read More
When your web site sells more than a dozen items,... Read More
Well, a logo for your business. Why is it important?... Read More
A long, long time ago? In a galaxy far, far... Read More
Over the years, the internet has grown into a marvelous... Read More
Content is king. Without content your website is an empty... Read More
Antigo wedding limo ..You have probably viewed many Flash-based components while surfing the... Read More
As an online Entrepreneur you require a successful website.One that... Read More
In the early years of the internet the actual design... Read More
As a webmaster you already know how important it is... Read More
The Internet has seen an explosion in so called 'lance'... Read More
Most web designers and web design companies will try to... Read More
Your web site should be-visitor friendly to navigatesearch engine friendly... Read More
Page ranking by search engines such as Google are not... Read More
Have you seen Jesse James on the... Read More
You can create a website that attracts customers, not repels... Read More
If you are designing a web site for which the... Read More
If you've a website but not making a lot of... Read More
Most of us know that we need to advertise our... Read More
Here is a quick list of components that make a... Read More
Out there in the WWW there are thousands sites using... Read More
Sin #5Poor Spelling And GrammarWe all make mistakes when we... Read More
Before you take a road trip it is usually a... Read More
When creating an e-cover the what's the first thought that... Read More
Do you know why the majority of people use the... Read More
We will take a look at why your visitors may... Read More
I am constantly bombarded with all sorts of advertisements, single-page... Read More
A client asked me, at what point do you change... Read More
Due to the large number of people offering website design... Read More
When you're self-employed, choosing a website designer is a crucial... Read More
The time it takes to load your site can make... Read More
Web Design |