Back in the dinosaur years of the early 1990s, when website building really boomed, life was different. The words blog and vlog had not yet been coined, “disruptive” had no positive spin and clouds were…well, clouds. Companies enthusiastically embraced websites as a new sales tool and tended stuff all of their existing promotional texts into their sites, compiling colossal multilingual monsters. The bigger the company, the more unwieldy the site tended to be. And often still is. Big deal, one might think. Think again.
Can you afford not to invest in a new site?
When faced with a wall of words, many potential customers will bounce right out. People don’t have the time or patience to read long pieces of text. If they cannot, within a minute, find the product they seek with the key details in easy-to-digest bulleted lists: sayonara. Your valuable prospect clicks right into the warm arms of your streamlined and customer-friendly competitor.
"At a glance" for the confused and frustrated
In a world where the question “what are we going to eat tonight?” has resulted in a billion-dollar industry of boxed “zero-thought necessary” ready-to-prepare meals, it is clear that people are overwhelmed by choices. Thus, the more complicated your website is, the more likely your potential client will go into confusion/frustration-mode and give up. Provide, then, easy ways to compare and contrast products based upon their own selections. Well thought-out filters and comparison-at-a-click will result in fast sales.
Funny ≠ unprofessional
Humor is the most powerful, yet surprisingly underutilized, marketing tool around. Companies seem to be afraid to show their informal side. That is a BIG mistake. Attend any seminar on marketing trends and every example they use is based on humor. Which ads go viral in social media world-wide? Those that make people laugh. So dare to go beyond the stodgy professional image in your website texts. Entertain people along the way… keeping them engaged in your website and extending their “plug-in” time!
So if you are going to invest in something new anyway, go for a new and informal image and focus on the modern “less is better” client.
Can you afford not to invest in a new site?
When faced with a wall of words, many potential customers will bounce right out. People don’t have the time or patience to read long pieces of text. If they cannot, within a minute, find the product they seek with the key details in easy-to-digest bulleted lists: sayonara. Your valuable prospect clicks right into the warm arms of your streamlined and customer-friendly competitor.
"At a glance" for the confused and frustrated
In a world where the question “what are we going to eat tonight?” has resulted in a billion-dollar industry of boxed “zero-thought necessary” ready-to-prepare meals, it is clear that people are overwhelmed by choices. Thus, the more complicated your website is, the more likely your potential client will go into confusion/frustration-mode and give up. Provide, then, easy ways to compare and contrast products based upon their own selections. Well thought-out filters and comparison-at-a-click will result in fast sales.
Funny ≠ unprofessional
Humor is the most powerful, yet surprisingly underutilized, marketing tool around. Companies seem to be afraid to show their informal side. That is a BIG mistake. Attend any seminar on marketing trends and every example they use is based on humor. Which ads go viral in social media world-wide? Those that make people laugh. So dare to go beyond the stodgy professional image in your website texts. Entertain people along the way… keeping them engaged in your website and extending their “plug-in” time!
So if you are going to invest in something new anyway, go for a new and informal image and focus on the modern “less is better” client.
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