NH Web Design Blog

Website visitors are a hasty group. They’re quick to shop around, forgetting where they’ve been just 10 minutes ago. Click. They land on another unfamiliar website. Then another. Each time they do it, 4 questions go through their mind.

Their eyes scan the page looking for clues. Often times an image will be the most helpful clue.

If your website happens to feature lemons, for example, your best bet is to display one right away. Slice it. Make it appealing and clear with good contrast. Let it gleam in the sun.

Those visitors who accidentally landed at your website, looking instead for information about cars that are “lemons” (duds, rejects, pieces of junk) will know instantly that they’ve come to the wrong place. Let them be on their way.

If your visitors are satisfied they’re in the right place, they will scan your page for an overview. This time they are judging your overall design.

Your job now is to draw the eye to the content.

Start with a single focal point. Grab their attention with your main heading first. It should be bigger than your subheadings which should be bigger than the body text.

Also, include plenty of white space. It helps give the eye a rest.
See Whitespace: Less Is More In Web Design.

If you are selling lemons, here’s your chance to pull them in with your words and demonstrate your passion for this fruit you adore. Don’t let your content put people to sleep with stiff, self-indulgent information.

Help them visualize the lemons. Maybe they’re juicy and plump with an extra-thick flavorful skin. Maybe they have just the right amount of tartness. A bit sour? Wait… is that flattering? Probably not. Scratch that idea.

With your next-day shipping, your visitors will soon find themselves slicing, zesting, and squeezing. They’ll be baking lemon tarts, lemon poppy seed muffins, and sweet lemony cookies filled with luscious creamy lemon centers.

Give them reasons to buy your product. (Yes, that lemon tart image will do nicely here.)

Establish credibility along the way. Start by being authentic. Authenticity is one of the most important components of establishing trust in your visitor. To write authentic web content, you need to develop your own unique voice and add your personality to it. It also helps if you tell real stories.

Stories add feeling to facts. Stories are also easy to remember.

Tell them the story of how your business started. Add a touch of nostalgia. You remember sitting on that porch swing late one summer afternoon. While sipping an ice cold glass of lemonade, it suddenly dawned on you that your were so fond of lemons, you’d like to grow your own. That’s how it all started. You are passionate and it’s beginning to show.

Suddenly, your visitors see themselves on a porch swing too. It’s breezy.

They are holding the lemonade, perhaps with a fresh sprig of mint. They are clinking ice cubes in a tall skinny glass and biting giant slices of watermelon, the juice dripping down their chins.

Ask them if anything could be more all-American than lemonade made with real, honest-to-goodness lemons? It’s summer’s sunshine in a glass.

Your web content must give your visitors a clear reason why they should do business with you. You must anticipate and answer their questions and concerns while making it easy for them to get around your website.

Why can’t we just go to the grocery store? (They wonder.)
Tell them why they shouldn’t.

Aren’t lemons all the same?
No. People can’t seem to get enough of your lemons. They’re one-of-a-kind. Plus, you’ve been in business since 1982.

What about recipes?
You’ve got recipes for fruity, sweet, tart, lemony drinks and desserts for every occasion.

Answer their questions in a FAQ (frequently asked questions) web page. It will help make your visitors feel comfortable.

You can also assure your visitors that you’re not the only one excited about your product. Others agree with you. Add some testimonials.

By now, you’ve tapped into their emotions. You’ve made big strides. Your visitors know they’re in the right place, they like what they see, they trust you, and find your product irresistible.

You’ve answered the 4 Important Questions of your website visitor.

To finish up, give clear product descriptions (including prices) and make the check-out process quick and painless. Then you’re done. It’s time to welcome your hasty website visitors. Invite them in. Offer them a seat and a nice tall glass of lemonade. Tell them you’re really glad they stopped by.

A SPECIAL NOTE TO THE
WEBSITE VISITORS HERE:
Sadly, there are no real lemons on this website. No lemonade or tarts either. They were all part of a lemony tale. But, if you have an irresistible urge to bake a luscious lemon tart with a buttery shortbread crust, that’s fantastic. Hope you find a great recipe. If you are more aware now of your own website visitors, that’s even better.

However, if you came here looking for information about cars that are “lemons” (duds, rejects, pieces of junk) and you are still here, I’m not sure why. I am very sorry about your car problem. But I can’t help you.

This entry was posted on Sunday, August 2nd, 2009 at 2:27 pmand is filed under Dash of Humor, Web Design. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.