At GO Creative, we have many clients who provide their own content for their websites. This is important because no one understands a business as well as a business owner.
This also creates a problem however, because what the business owner thinks the customer wants to see on their website is not necessarily what the customer actually wants to see. To a customer, there are three pieces of information essential to whether they stay and browse or leave your website in frustration, and they make this ‘stay or go’ decision very quickly.
Customers are looking for:
- A concise outline of the services or products you provide
- Your point of difference between your business and your competitors
- Details on how they can contact your business
A customer comes to your website looking for a solution to a problem, or a service or product to fulfil a need. Frustration sets in very quickly if they cannot navigate your site easily or they cannot find the answers to their questions.
So here are three tips on keeping your content concise but informative:
- Imparting all of your knowledge about your business is not the purpose of your website. Traffic, conversions and sales are usually what are important. Your site may simply be informative, or asking for donations, but in general websites want sales. So give your customers the information they need to buy from your business. Too much information will confuse people and too much text is intimidating. So be short, to the point and give customers what they need.
- People dislike scrolling down pages, so keep your most important information above the fold. Make use of the H1 and H2 tags, so customers can clearly see the information you are presenting. Many people will simply scan these headings to see if they are of interest and then decide to read further – or not. Have at least two headings, one that introduces what services or products you provide and a second that introduces your points of differences. Make sure these headings are informative and succinct.
- Have your contact details clearly available, either on the home page or in a separate ‘contact us’ page. A call to action at the bottom of every page – for more information, to call you, email you or visit your store is also important.
You can achieve a simple but informative site by having easy navigation, targeted content and clear contact details with a simple call to action statement.