|
The great debate: how much copy you should have on your site, particularly
on the home page?
Do you subscribe to the idea that a picture is worth a thousand words--and
therefore images, not a lot of text, should be the main thrust of your home
page? Or do words have more power to capture a visitor's attention and compel
them to buy--meaning you should aim for powerful copy?
As a graphic designer, my natural inclination is to create graphically-rich,
light text websites. Since I'm focused on what a site looks like visually, I
like using impressive images, bold splashes of color all over the page, and
not very much copy. The end result is an attractive, visually-appealing site,
with very few words.
However, I've learned that I have to balance this inclination with a cold hard
reality: what appeals to me as a designer is not necessarily the same as what
visitors need.
The main problem with websites that don't have any copy is that they fail to
quickly and effectively communicate the three points that all commercial websites
must get across: You
must explain what your company does, what the benefits are of using your product
or service, and why prospective customers should purchase from you.
These important pieces of information can only be conveyed vaguely, if at all,
through images. While pictures are often very useful in reinforcing a message,
it's difficult to
succinctly drive home these important points solely through images.
On your website, visitors want specifics, and they want them quickly. They
want you to tell them exactly what you can do for them, and they want to know
right now. You must specifically state what you do and explain how your product
or service is going to make your customers' lives better. You have to spell
out why people should buy from you versus your
competitors.
Particularly on a home page, you must catch a visitor's attention and give
them a reason to stay on your site. If you don't do this immediately, they'll
be gone.
For this purpose, words are far more effective than images. In almost all cases,
pictures cannot communicate the message nearly as specifically or quickly as
well-chosen words can.
It's important to remember that the web revolves around information. People
use the web to find out what they need to know, to be informed on topics that
are important to them. That almost always means they are looking for text. They
want explanations, answers, reasons, and motivation.
I firmly believe that pictures and images enhance a website, but they should
be used to provide a tasteful, professional frame for your copy, not replace
it.
It is true that web users are notorious for having short attention spans and
not wanting to read large amounts of copy. However, the problem is that most
of the copy on websites today is vague and not enticing. It's focused on the
company rather than the customer. So it should be no surprise that visitors
avoid reading it.
The solution does not lie in eliminating text-based communication; it means
we have to work harder to capture interest with copy. People DO read copy that
catches their attention.
If visitors are met with paragraphs that are focused on them, that are rich
with benefits, and that are formatted in easy-to-read chunks, they are much
more likely to be drawn in
and to act on your offer.
Don't focus strictly on graphics. Go for copy.
About the Author:
There are 605.6 million people online. Can they find your business? Jamie Kiley
creates powerful and engaging websites that make sure YOUR company gets noticed.
Visit www.kianta.com for a free quote.
Get a quick, free web design tip every two weeks--sign up for Jamie's newsletter:
http://www.kianta.com/newsletter.php |
