Current research suggests that web users form an impression about a website in less than one second. This statistic brings to light the single most important question in new media marketing. How can a website capture and keep the attention of the astute clicker?
The answer? Person-to-person communication.
In the identity blurring world of cyberspace it can be easy to forget that the goal of a website is to share information with another person, not another computer. But by understanding, engaging, and inspiring your visitors you can ensure that your site meets its goals.
Know your audience:
The path to effective communication is paved with knowledge. Understanding your audience and communicating directly to them demonstrates that your business understands your individual customers. A thoughtful and appealing design can quickly peak the interest of a targeted visitor. Then through key word placement and eye-catching visuals, visitors can quickly be funneled deeper into your site and guided directly to specific areas of interest.
Engage your visitors:
Once you have captured a visitor's attention, your next course of action is to engage. The Internet is an interactive medium, and visitors anticipate an exchange. They want to experience something.
Choosing from an ever-expanding list of web technologies, a good designer can orchestrate visual experiences that both stimulate and educate. But offering an active and stimulating environment requires careful balance and smart design. Slow loading times and too much activity can quickly turn visitors away. High-level designers know how to take advantage of emerging technologies and use them to better articulate your site's message.
Tell a story:
Telling a story can be an effective means of infusing the online experience with personality. By showcasing testimonials, highlighting breaking news, and sharing customer profiles, web designers can orchestrate a human connection and evoke an emotional response. Today's variety of multimedia technologies allow designers to tell a compelling story in different ways, using slideshows, streaming video, time-lapse photography, sound, animation, and more. These tools can further involve visitors in the context of your site and allow them to connect with the personality of your business.
A call to action:
Although many websites are strictly informative, all are seeking action. Whether you want your visitors to call for more information, purchase online, make donation, or just come back again, you want your visitors to leave your site with a plan to act. A well-crafted design can help you effectively guide visitors to a logical and pre-determined destination-a call to action.
The effectiveness of your website can be evaluated by measuring hit counts and time spent on different pages. But your site's true value is best qualified by the actions your visitors take after they leave. Success in business is driven by consumer action and a thoughtfully designed site can help ensure your visitors become your customers.
Leave a comment