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If they can’t do this, you need to look at revising the language and presentation of your site. In summary: If you’re not quite sure whether your website successfully articulates who you are and what you do, ask an unbiased person that knows nothing about your business to look at your site for 15 seconds and then try to tell you what it’s about. There are three distinct points, each one giving us a feature or benefit of their product without using industry jargon or flowery (read: confusing) sales copy. I won’t go into too much detail about what makes this page good since I think it’s pretty obvious. Chances are they’ll just click back and see what else they can find.įor a better example, check out the homepage from Axcient: Thankfully, there is a mention of “business continuity” to the right and to the bottom of the page, but that’s essentially a moot point when what we’re drawn to first is a vague tagline and a picture of a phone tower.ĭon’t make your visitors have to think twice in order to figure out whether your site correctly answers their search query. The copy below that tells us very little more and, if anything, risks leaving the visitor even more confused. We then have a tagline: “Continued Operations in a Changing World.” What does this tell us? That businesses continue to operate and things change? I know it means more than that, but I had to read it a few times to figure out what. Quick tip: Don’t use acronyms on a landing page. I’m drawn to the phrase “BCDR Solutions,” but what does it mean? A Google search reveals it means “business continuity and disaster recovery solutions,” but I shouldn’t have to Google anything to know what you’re about. Unfortunately, that’s not much to go on, and beyond that, things seems a little less clear. I don’t know about you, but – at first glance – I’ve safely assumed that the company is aimed at businesses. What do you understand about this company from reading this page? This is the “Solutions & Industries” page from CenturyLink (sorry for picking on you guys, but here’s a link to make up for it). They can’t see that not everyone shares their level of knowledge.Here’s a little secret – it doesn’t (though it does make you look a bit arrogant). They believe the jargon makes them look clever.In my experience, there are generally two reasons this occurs: I’ve worked with plenty of clients whose homepages and landing pages were either riddled with industry jargon or missing that all-important message that would have summed up what the heck the page was about. The page needs to clearly articulate who you are and what you’re about. There are still plenty of things you can do to help entice visitors to stay, but if there’s one thing you need to get right more than anything else, it’s this:
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If that landing page is a blog post or similar piece of content, the key to getting the visitor to stay is pretty simple: make the opening section of that content as enticing as possible.īut what if the landing page is your homepage or a category page? Be upfront about who you areĪccording to Chartbeat CEO Tony Haile, when someone lands on a webpage, they decide whether or not they want to stay in 15 seconds. Not there quite yet? Here are a few fool-proof tips (along with data-driven evidence) to help you create a website that makes your visitors stick. Simply put, if you want to run a website that makes money, you need to have a website that makes visitors want to stick around. There’s a direct correlation between the amount of time people spend on a website and the chance they’ll convert. Over the years, I’ve seen first hand as hundreds of startups have come and gone, and do you know what every single one of them had in common? A distinct lack of stickiness on their website traffic, software, or product.ĭon’t let me see you make that same mistake! The stickiness of your website is the differentiating factor between a visitor and a customer, between visits and an audience, and between true ROI and traffic that just won’t convert.