Users often leave Web pages in 5-10 seconds, so your web pages need to communicate a clear value proposition. As users rush through Web pages, they have time to read only a quarter of the text on the pages they actually visit (let alone all those they don’t). So, unless your writing is extraordinarily clear and focused, little of what you say on your website will get through to customers. This is why you need a professional to write content as well design your landing pages.
As a rule of thumb I like to tell clients “you have 5 seconds to tell someone why they should be your customer. What do you want to say?” If you focus too much on features you’re probably going to loose your audience as they want to know what your brand, or product, is going to do for them and how it’s going to make them feel.
If you look at the Haagen-Dazs site above you can see that they are communicating one simple message “the perfect pair of flavors”. In addition the picture of the product makes me want to lift it out of the screen and start munching because who the hell doesn’t love great ice cream. Their home page is uncluttered and has simple calls to action with references to their social media site. This is what a great online brand experience looks like.
Now compare the Haagen-Dazs page to the Oreo cookie page. There are so many calls to action that it’s almost impossible to decide what to do plus the page is full of eye-candy. I mean what the hell is the objective of the Oreo arcade and how does that make me want to purchase Oreo cookies ?
1ne: Design your homepage with key communication callouts and test it with your target audience.
2wo: Think of it this way: If you had only 10 seconds with a consumers what are the key messages you want that consumers to take away about your brand (not products).
3hree: Make sure your website looks professional and is representative of the brands positioning.
4our: Test and retest. This includes different landing pages and messages.
6ix: Once you have your home page finalized and tested make sure you have strategic plans to update the page with new brand messaging on a regular basis.
7even: The “message” you want to communicate is not about your product it’s about what you are really trying to sell to get consumers into the brand.