1 – MAKE YOUR SITE EASY TO READ
Different fonts and colors all over the place makes your website hard to read. But we see the colorful cacophony of rainbow delight all the time. Website writing should be as easy and straightforward to read as Time Magazine. Black text, white paper, some color around the edges (very little).
Another readability tip (more advanced) is to set up a website roadmap for your visitors. Left to their own devices, they can end up anywhere. And they WILL head for the exit at the first moment of confusion (which for most websites occurs within ten seconds).
2 – MAKE IT SCANNABLE
When you come upon an interesting new website, do you proceed to read the homepage from start to finish? I haven’t done that in years. Most of us scan first, to see if the site really is worth reading. So set up your website pages for “intrigue scanning” – make your titles, headings, and subheads so interesting your visitor can’t help but go deeper. Bold important points. Italicize for emphasis. Use bullet points. It requires a little more thought, and it’s worth it!
3 – MAKE AN OFFER, AND MAKE IT LOUD
What do you want your visitors to do? If you don’t tell them what to do, they won’t do it. Never assume they’ll figure it out on their own.
For example, if you want to build your list, post your opt-in box prominently and write “chocolate lava cake” copy to compel visitors to sign up. See, if you put a warm gooey chocolate cake in front of me, I go into an almost hypnotic state. Game’s over! The more macho term for this kind of copy is “gun-to-the-head”. If you were one week away from being evicted from your apartment, would you pussyfoot around or make an irresistible offer?
Prospects are deluged with offers from the time they turn on the tv, computer, radio. You’ve got to stand out to be heard.
7 Deadly Mistakes of Website Content
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