TMI = धेरै जानकारी।
Most websites are built with TMI. I'd be willing to bet that there are 5 top locations everyone looks for on a typical website होमपेजको अतिरिक्त आजकल:
- संपर्क पृष्ठ
- ग्राहक सहयोग केन्द्र
- उत्पादन र सेवाहरू
- डाउनलोडहरू (यदि तपाईं तिनीहरूलाई प्रदान गर्नुहुन्छ)
- ब्लगहरु र सामाजिक मिडिया कनेक्शन को लिंकहरु
I've been working with a couple clients of recent and have been pushing back on the volume of information they have on their websites. Friend and colleague, Kyle Lacy, recently wrote that गुण, सेवा र विशेषज्ञता does not matter. He's right – especially on a website.
के तपाइँ साँच्चिकै आशा गर्नुहुन्छ कि कसैले अरु केहि फरक विज्ञापन गरेको छ? हुनसक्छ “Oh yea, we're experts and do a good job with our customer service… but our quality is a bit lacking. Ready to sign with us?”
I've always described a website as the sign in front of your store. It needs to be well-designed, concise, and directly to the point… letting folks who stop by know what you do. It also needs to be in a great location (SEO), but that's another blog post. If the sign outside your store had 25 columns of all the products and services they offered, would you read through them and go in? Or would you leave?
Chances are, with a very large website, you're disqualifying great leads without ever getting a chance to sell them. If you want to detail your features and offerings, that's a fantastic opportunity for a blog. Otherwise, keep your website (aka websign), clean and to the point. I've never gone to a 100 page website and said, “Wow, this is so thorough and incredibly designed!”. Instead, I probably got lost… didn't find what I was looking for… and left.
मलाई विश्वास गर्नुहुन्न?
तपाइँको वेब एनालिटिक्समा जानुहोस् र सब भन्दा धेरै भ्रमणको साथ पृष्ठहरूको संख्या गणना गर्नुहोस् जुन तपाइँको कर्पोरेट ट्राफिकको%%% का लागि खाता हो। तपाईं आश्चर्यचकित हुन सक्नुहुन्छ (र ती सबै पृष्ठहरूमा तपाईंले गर्नुभएका सबै कामहरू निराश)। यहाँसम्म कि यो ब्लग, २,१०० भन्दा बढि पोष्टहरूसहित ... १० पृष्ठहरू 95%% ट्राफिकको (र सम्पर्क पृष्ठ) को लागि खाता छ is तिनीहरु मध्ये एउटा!)। तपाइँको वेबसाइट धेरै स्पष्ट चित्र प्रदान गर्नु पर्छ। ती पृष्ठहरू मध्ये कतिवटामा १००% बाउन्स दरहरू छन्? तिनीहरूमध्ये कतिजना शून्य भ्रमण गर्दछन्?
My clients understand, and are already benefiting from the strategy. One client now has a customer login with a ton of additional information through a series of menus – but only once the customers log in. The other has a blog where they're going to put all the additional information. The websites they've published are very clear, concise, and friendly to conversions. We are providing enough information for leads to engage further, but not enough to run off others who may be good prospects.
It's a careful balance. You can provide a lot of information on a web page and still convert folks… but I believe the best pages avoid an abundant list of features and specifications. They, instead, provide customer testimonials, benefits and results. Avoid quality, service and expertise. Instead focus on the pain that brought the visitor there and how you've helped others alleviate their pain.