You’re probably familiar with the old saying about first impressions.
Well, it certainly holds true in the world of online marketing. So many of our marketing efforts, from emails to PPC ads to social media posts, are designed to generate website traffic. But that’s just half the battle. Once you get people to your website, you’ve got to win them over with a strong, positive first impression. You’ve got to dazzle and delight them. And if you don’t, they probably won’t stick around, nor return to the website. Why would they?
Dazzle and delight aren’t necessarily easy to come by, but there are a few steps that can point you in the right direction.
Create Relevant Landing Pages
A common misconception is that anybody who comes to your website is going to come in through the front door, accessing the home page. This isn’t necessarily the case… nor should it be.
Say someone clicks on an ad you’ve placed on Facebook, Twitter, or the Google Display network. They’re going to want to see information on the product or service that snagged their interest. As such, you’ll always want to send people to a landing page with relevant, targeted, obvious information. Precision-honed landing pages are a great way to capture and maintain interest right out of the gate.
Offer Readable Content
Our writers obviously care a great deal about content that is well-conceived and properly worded. But something else we care about is content that’s well-formatted.
You tell us: What happens if you visit a website and see a huuuuuuuuge block of unbroken text, without any spaces or bullet points or room to breathe?
If you’re like us, you navigate away pretty quickly. Let that be a lesson to you. Format your website content so that it’s easy for your visitors to skim it and locate the information they’re after, without feeling overwhelmed.
Calls to Action and Content Information
We are on record saying that every page of your website should include a clear call to action. Today, we’ll add something else to that list: Every page should include contact information, too.
No matter how people access your site, and no matter when they decide to reach out to you for more information, you want to make it easy for them. It’s never a good thing when a website visitor asks, how do I get in contact with them?
Have you ever had the experience of clicking on a link, and then realizing it wasn’t quite what you wanted or had in mind?
Most of us have. You want to help your visitors avoid that fate, and one way to keep them on the page is to offer reassurance right out of the gate. Make sure each page of your website provides a clear heading, making it evident what the page is about. Always convey the relevance to your end user.
Develop Web Content that Dazzles and Delights
These are just a few approaches you can take to developing website content that creates a powerful first impression.