Why More (not Less) is More on Your Web-Pages – Chris Cardell
If you sit down and have a conversation with your average website-designer, you’ll hear phrases like “creative design”, “eye-catching” and “state of the art”.
They’ll tell you that the use of lots of whitespace, fancy graphics, and all the latest technology is going to turn your website into a money-making machine.
They’re probably well intentioned. They probably believe this themselves. But they’re wrong.
The truth is that most web-designers are really graphic designer, often with some software-programming thrown in. Don’t get me wrong: they do an important job and they do have a place in the business world.
However, that place is not as marketers, even if that’s how they position themselves.
And you can always tell when a web-page has been designed by a web-designer and not a marketer because it looks fabulous but does nothing to move the visitor into taking any action, whether it be buying something, submitting their email address, or some other response.
Every single page on your website must have a purpose and at the end of your message, you must have a call to action. You need to be saying to the visitor, in effect, “This is what you need to do to get the benefits I’ve showed you, and I want you to do it now”
For the call to action to work, for your visitor to want to take action and get their hands on whatever you’re offering them, you’ve got to sell them on the idea. You’ve got to get as close as you can to giving them a direct experience of what you’re offering. You have to tell them everything they need to know to make that decision. You’re not going to achieve that with a couple of lines of copy and some smart graphics.
On a web-page, whether you’re doing it in writing or with a video, you’ve got to tell the whole story because you can’t know in advance what each visitor is going to want to know.
And that takes time – and more content than your average website-designer is going to be happy with. They’ll be telling you to keep it brief, spaced out, and uncluttered.
But the truth is, the more you tell, the more you’ll sell. And the real truth, which will have your web designer reeling in horror (one of my favourite activities) is that ugly web pages normally work better than smart ones.
Remember: your marketing is too important to be left in the hands of people who don’t understand it. And (unless you’re one of the fortunate ones) that probably includes your web designer.