Winning In Tough Economic Environments – Part 2 Size Matters

August 10, 2009

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Winning In Tough Economic Environments – Part 2 Size Matters

Today we are going to address the first two items listed in Winning In Tough Economic Environments – Part 1. They deal with the size of your content, and yes size really does matter. Let’s say your website has very little content on its pages. What kind of message does it provide for your visitor?

Here are some of the messages that you might be sending unintentionally.

Taking them for granted. A lack of content may single that you are don’t care if the visitors does business with you or not.

Shows a lack of effort – Most people subconsciously want to be sold and may be put off by your lack of effort. It signals that you really don’t care if your website ever produces business.

Can’t make a decision – Visitors need to be sold, to be given a reason to contact you or to buy your products. You need to motivate the buyer.

Shows a lack of caring – If you put so little effort into your websites content it will sow seeds of doubt. People will wonder if this is how you approach other areas of your business.

Doesn’t build confidence – You have to be able to instill confidence that you are a trusted vendor.

Assumes the sales – A lack of a sales funnel assumes that just because you have a website that visitors will want to do business with you.

Now, we will look at the website that has too much content. We are referring to the amount of text that appears on each page not the over all sites size.

Boring – Pages that have too much text can easily bore and drive the visitor away.

Readers Digest Approach (Condensed Version) – People don’t like to be over sold. If you have 800 words but it can be said in 400. Then do go with the condensed version.

Information Overload – Consider making the home page the hub to your site. It should provide snippets of information about your others pages with links to individual pages that have the specific details.

More Information Overload – My perfect example is CNN.com or just about any major news outlet. They throw in everything plus the kitchen sink at you which makes finding anything difficult. You don’t want to make the visitor have to do a lot of scrolling to find what they are looking for.

You need to ask yourself “Is my website easy to use?” If the answer is no then you definitely have a big problem. Visitors are scanners. They scan your website to see what they need. Make finding things difficult and they surely will leave.

While the site with little content underwhelms the site with too much content overwhelms the visitor. What you find acceptable and comfortable may turn large amount of visitors off. So you must attempt to find a perfect balance. The only realistically way to evaluate this is to do what is know as A/B testing of your web pages. A/B testing delivers two versions of your web page. It records the effectiveness of each page.

Our standard recommendation on your product or services pages is between 300 – 600 words per page. The idea here is to have enough text to generate an effective features and benefits presentation.

Are your web pages too sparse, boring, or too busy ?

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