Website

The Most Expensive Real Estate On Your Website

If you take two identical homes and place one on a waterfront property and one inland, the home on the waterfront, nationally, will be worth more than twice the value of the other one. The homes are the same. The only difference is the location; yet, the price difference is great.

In the same way, all parts of your website are not equal in value.

The most "expensive" and important part of your website is the landing page. This is that part of your website that people land on after searching for somewhere to spend their money.

“…the home on the waterfront, nationally, will be worth more than twice the value of the other one.”

The landing page is where consumers give your business a three to five second chance to influence them with pictures and words.

“The most "expensive" and important part of your website is the landing page.”

Three to five seconds. You see, consumers don't buy the best products and services, they buy the products and services that are communicated the quickest.

That makes your landing page the absolute most expensive and important part of your website. There is a reason why the bottom of that same page is called the "junk-drawer."

“…consumers don't buy the best products and services, they buy the products and services that are communicated the quickest.”

Knowing this, successful businesses don't put pictures of their founder, their president, their staff or even a picture of their building on their landing page. Businesses that outperform the rest make sure their landing page clearly speaks to the internal and external problem their organization solves. Consumers arrive at a landing page based on an external need. But, they make marketing decisions based on their internal need.

“…successful businesses don't put pictures of their founder, their president, their staff or even a picture of their building on their landing page.”

Organizations that outperform their competitors clearly understand the external and internal need of the consumer and leverage the power of their most expensive piece of web site real estate: The Landing Page!

Why people are choosing your competition over you!

Just this week, I saw a new business open in our town.

Before I went in,

Before I made a purchase,

Before I decided to do any business with them,

You know what I did… I GOOGLED THEM!

You do it too! We all do it! It’s just our habit now!

According to Forbes Magazine, 97% of consumers search for local organizations online.

CONSUMERS CHECK YOU OUT ONLINE BEFORE THEY DO BUSINESS WITH YOU.

That new business in town? THEY DIDN’T EVEN HAVE A WEBSITE. I found them on Facebook.

Yeah, I wonder if they will survive.

No website just made me think they were unprofessional.

Be honest, when a business doesn’t even have a website it affects what we think about them. What do we think?

Small time.

Uninformed.

Don’t know what they are doing.

Every single day in your area, people are seeking for places to do business.

BUT BEFORE THEY CHECK OUT YOUR PRODUCT OR SERVICE THEY ARE GOOGLING YOU!

They are looking at your website.

They are checking out your reviews.

THEY ARE JUDGING YOU BY YOUR DIGITAL FOOTPRINT (OR THE LACK THEROF).

And, the more expensive the product, the more places they search! Google reviews, your website, Facebook, and LinkedIn (increasingly).

Let's just examine one thing: YOUR WEBSITE.

YOUR WEBSITE IS THE FRONTLINE FOR YOUR ENTIRE BUSINESS.

It’s your MOST important marketing tool.  It’s where first impressions are formed.  It’s where you get discovered.  It’s where new visitors are introduced to you.  

But, you say, we have a website!

Does the landing page (where people land when they come to your site) have a primary focal point? The focal point is the part of the website you see first.  Is it easy for your eye to fall on? 

Is the page crammed with information?  

HERE’S WHY THAT MATTERS:

PEOPLE DON’T READ WEBSITES ANY MORE.

PEOPLE DON’T READ WEBSITES ANY MORE.

PEOPLE DON’T READ WEBSITES ANY MORE.

THEY GLANCE AT THEM.

If your page doesn’t pass the “grunt” test… People are moving on. Why?

BECAUSE PEOPLE DON’T READ WEBSITES ANY MORE.

According to a study from Google, website designs with “low visual complexity” were found to be the most appealing to users.  In other words…

BEFORE STORYBRANDING:

Look at this site…Cluttered and unclear message. Very “busy” and “noisy”.

Look at this site…Cluttered and unclear message. Very “busy” and “noisy”.

Cluttered and unclear message…This site screams “OLD SCHOOL”!

Cluttered and unclear message…This site screams “OLD SCHOOL”!

AFTER STORYBRANDING:

What a difference WITHOUT THE NOISE and a CLARIFIED MESSAGE!

What a difference WITHOUT THE NOISE and a CLARIFIED MESSAGE!

Screenshot 2019-06-02 05.18.46.png

What a difference! Without all the “NOISE” you can “HEAR” the message!

Users LOVE simple and familiar designs.

The “Grunt” test:

The landing page should pass the “grunt” test:  You should be able to look at a website landing page for the first time for 3 or 4 seconds and be able to know EXACTLY what You sell.

That means being crystal clear in your message.

Grunt test, after 5 seconds:

  1. What do you do?

  2. How do you make my life better?

  3. How do I get it?

Something else to consider…  Google now tells us that the majority of internet traffic comes from mobile devices.  So much so, that if your site is not “responsive” (meaning, it doesn’t adjust its size and structure based on the dimensions of the device it’s being viewed with), Google will not send customers to your site

An unresponsive site sends potential customers to your competitor.

People are choosing your competition over you because they are googling you and going to the business that…

  1. Has a professional site,

  2. Has a clear message and

  3. Calls them to action.


Want help? I LOVE helping business get clear messaging and GROW LIKE CRAZY!


David