Presentation Matters – What Do Your Clients See (Why Angelina Jolie Won’t Go Out With Bedhead)
We are a faced-paced society full of split-second judges. Imagine if Angelina Jolie appeared with her hair a tangled morning mass. The pundits would fill pages on the web and in print analyzing the social and fashion faux pas. We know what looks good and what doesn’t, both with movie stars and websites.
The average visitor gives a website about 3 seconds before he decides to stay or leave, about the length of time it took you to read the first part of this sentence. You must make sure you hook him in those 3 seconds before your competition gets its chance.
So how do you make sure your content presentation works? Make sense and be consistent.
Home Page Havoc
Does the content on your home page resemble a yard sale? Are there bits of information here, a call to action there, a testimonial under that, a blog above this? Make sure the way you have arranged the information on your site has some kind of logical order. Don’t think everything has to show up on page one. If your content is disorganized, it implies that your business is too. Don’t make potential clients wonder if you might lose an order or not be able to attend to special details. You want to inspire confidence, not doubt.
Check Your Tabs-DUH!
This may seem ridiculously apparent, but it needs to be said anyway. Make the content of a special page match watch the tab claims it is. If it is supposed to be an About page, make the page about your company. Don’t sneak in calls to action or sales pitches that really don’t fit. Does that mean that the About page has no real purpose other than to satisfy curiosity? Absolutely not. A skilled writer can use the story of your company to build brand, confidence, and SEO.
Break it Up
Remember when you were a kid and the first thing you did when you opened a book was to look for the pictures? That’s because a solid block of text intimidates us. It seems like a lot of work to slog through. Use short chunks and boldface subtitles to help your customer find the information they need quickly. It shows you respect their time and their mental state.
Even expertly written content can be submerged by poor presentation. After all the effort you have made to create a site with terrific design and sharp content, don’t leave out the final piece—present yourself well.