A life without the Internet seems impossible! Whatever we are looking for, Google helps us. The downside: how to pick the best option from the result list?
Having too many options to select from can cause stress. Our body gets tense, as the pressure somehow seems too high.
Honestly, how do you feel when you are in a coffee shop and the person behind the counter is bombarding you with questions about size, milk type, caffeine preferences etc. while 10 people in the queue behind you are rolling their eyes and stepping from one foot to the other?
Even though we hate to admit it, many of the decisions we take are based on our gut feeling. Which is fine, since contemplating for too long is either not do-able (because of the queue) or just too much work. We prefer easy decisions that give us a good feeling.
So, what does this have to do with your Internet page?
Whatever you offer: building trust and creating a positive mood are a must. Speak to people’s gut or even better: speak to their heart.
And this is how you create an enjoyable atmosphere:
1. Design: Your website should be a place that people love to visit. Exactly like a café, a shop or an office that is designed beautifully in order to attract people.
2. Structure: Make it easy for people to find their way around on your website. A clear menu with easy to understand menu items will help. Less is more, by the way.
3. Round-Trip: Do link individual pages with each other in a logical way. Too many links in the body of the page can be distracting. Having clear statements (e.g. at the bottom of the page or at the end of a paragraph) that contain a link can be more effective.
And now: imagine a website without any written content!
The ultimate skill
It is the right words that turn your page into a place where people get information, solutions and a good feeling!
How to write attractive content:
1. Speak the language of your favourite clients
Young people use a different language than older people. Women communicate differently than men. Bargain hunters look for different expressions than quality shoppers. Yes, you might exclude parts of the world’s population, yet you talk directly to the people that are the perfect fit for you.
2. Write clearly
Remember that your readers may well not deal with your kind of service or area of expertise every day. They do not know the jargon or abbreviations, and they don’t want to be impressed by foreign words. Simple sentences have far more impact – and most people can understand them.
3. Provide answers
Thinks about the possible questions people may have. And then answer them: What do you offer? Who are you? How do you work? Who do you work with? How much do you charge? How can I contact you and most importantly: How can you help me and why should I choose you?
4. Be truthful
Be open, honest and transparent. Don’t overdo it but do not understate too much either. Most importantly: only make promises you can keep!
5. Keep it short and sweet
Even if it is tough: remove as much text as possible. Go through the content and delete useless sentences, words, and letters. Replace long expressions with shorter ones. Use full stops more often.
6. Be easy on the eyes
Create paragraphs and use subheadings. Use bullet points ore numbering. Write single words in bold to make it easier for the eyes to ”jump” from word to word. This is particularly helpful for screen reading.
7. Be emotional
With some simple changes you can make information more emotional. Use verbs instead of nouns. Include descriptive words to create a nice image or a positive feeling. Tell a short story or throw in enthusiastic quotes. Use humour yet be careful with irony since this can lead to misunderstandings easily.
In short: Create magic moments!
Conclusion: Making people feel welcome and being a great host is just as important on your website as it is in your shop, your office or at home.
Now, be brave and create some memories!
What do you do to make your website content unique?
You need some more input? Here you go: