Have you ever gone to a website and felt almost immediate anxiety from all of the text? How about when the text is almost all the same size, with no hierarchy to sort the information?
Most of us have been to a site like this before, and what usually happens? Do we spend 5 minutes reading to try to figure out what the main points are?
No. We leave, and fast.
Yet I see so many cases where websites are chock full of text with little to no way to parse the information as a reader. It seems as business owners, we get caught in the trap of trying to explain just how great we are, leaving nothing to question.
The problem is, not everything about you and your business needs an in-depth explanation for your Ideal Clients. When you overload your site with text, it simply confuses the reader.
Take a look at some of the websites for the 1,000+ companies the startup incubator Y-Combinator has helped grow. http://www.ycombinator.com/companies/
You’ll quickly notice that there isn’t a whole lot of text on any of those sites. (Also, you should take note of how those sites look on a smartphone.)
So what DO you include? I find it helps to refine what you do down into some Core Marketing Messages.
On my website I COULD say:
Oxponent builds websites that have web-optimized photos, simple layouts, and minimal scripts, which all ensure fast page load times. Fast page load times are the biggest factor in increasing the likelihood visitors will stay to read your content. The websites we build serve as a foundation of a web marketing ecosystem that also includes local SEO ranking improvement, blog post creation & assistance, social media marketing, email list building, and more. We offer monthly packages as well as a-la-carte services so there is a plan that will fit your needs and budget.
But instead, I keep it simple:
Complete Management of Your Online Presence
See how much easier it is to read that? Sure, there is some information left out from the first version, but that’s okay. If the visitor wants to delve deeper into one of the Main Points, we can offer that on the Services page that gives an explanation of the services we provide.
Think of your website as more of an outline. The Homepage provides the Main Points, and the other pages of your site are used to inform visitors with the Sub Points if they choose to dive deeper.
As online marketers, our goal is to make our websites as easy to use as possible for visitors. Fast, simple, easy. That’s what gets people to stick around on a website today.
Keep things simple, and make it easy to read the information you present. Bulleted lists, sections, and formatting all help accomplish this. Large, text-dense paragraphs do not.
Author - Justin Smith
I owned a small service business from 2006-2016, and you could say I'm totally obsessed with automation and business systems. I believe the need to be physically present is the single biggest challenge small business owners like myself face.