Anyone can build a website these days—and at one point or another, most people do. How come some websites gain traction and others don’t?
Everything from keywords to market conditions to overall design can impact a website’s effectiveness. Check to see if any of the items below apply to your site. Fix these mistakes, and you could see a world of difference in just a few weeks.
1. Not enough (or the wrong) images.
Did you know the human brain can process images 60,000 times faster than it can read or process text? Or that the human eye automatically searches for an obvious place to land every time a new webpage loads in front of it?
That means looks do matter. The faster you give your visitors’ eyes something to process, the more likely those visitors are to remain on your website. Photos are better than graphics. You always want images at the top of the page—taking up as much real estate as they can be without overtaking all the other content. And the images should tell a story, rather than simply show off a product.
2. No CTAs (calls to action).
CTAs tell people what to do next. If your site doesn’t have them, then your ideal customer might not be sure what he’s supposed to do, and leave your site without doing anything.
If you want your customers to use a coupon code at checkout (because clearly they have to buy something to use the code), create a pop-up window that reads, “Use coupon code GOODDEAL at checkout.” If you want them to share your latest blogpost, add a line of code to your site to make it easy for them to share, and write at the top and bottom of the post, “Share this on Facebook.”
Tell your website’s visitors what you want them to do, and then make it easy for them to do it.
3. Too much text.
Sometimes a lot of text is good, but most of the time, it’s not. On a website, you need to communicate your message fast, so whittle it down to its core message, as much as it may pain you to do it. Leave out the exceptions, caveats, and examples that slow things down for your reader.
If you must share an unusual amount of information in order to, say, convey product details, tell a story, or outline a series of steps, then break up this content with headers, images, and graphic design. This will keep the brain engaged while you communicate your message, and also make it seem like there’s less to read.
Another trick is to keep your paragraphs from exceeding 3-4 lines on the screen. When people see bite-sized chunks of text, they’re much more likely to read them all the way to the end.
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