The design of a website may be outstanding, classy and the designer manages to capture the visitor for its wonderful layouts but only for a few seconds because the real story starts when the visitor reads out the contents. If your choice of words does not target them at the spot, then all the ‘WOW’ factor starts to fade away and the visitor won’t be interested in sparing the time there anymore.
Some of the solutions that may resolve the above mentioned problems are described in this article as follows:
1- WIIFR (WHATS IN IT FOR ME) approach should be considered when writing about a product to dwell the customer in it. The general concept of writing more and more about the product’s features and a little about the benefits and completely neglecting the experienced portion is to be replaced by taking less about features, more about benefits and focusing on experiences as it makes up the mind of the customer at the spot to decide if he is going to have it or not.
So have to focus on what’s in it for the customer by convincing him with the experiences of different people who used the respective product. And of course you have to have a real data to put in regarding the experienced customers of your product.
2- Focus on the Key TAKEAWAY of the page so hold the visitor and making him read at least first few lines as he is always in hurry to scan the page in a glace and to read in bits from the whole page. So, in order to make your visitor read even a few lines is big achievement as no one goes down the whole page. In a simple language, using bold font address to the main idea of the page by writing the essence of the story and putting all the important information in the first few lines at the start of the page/paragraph.
3- MM (META MATERIAL) should not be mediocre but magnificent. Meta elements basically are bits of HTML read by the search engines robots but humans also have to master in this regarding its usage to make the search easily accessible. The first hand information read by the search engine and displayed on the browser tab regarding any search is the meta title, telling about the subject matter of the page. And then comes the description of the small port of the text that is displayed under the link on a search engine. A meta description should avoid redundancy of words, too much of punctuation as it has a negative impact on the visitor, include a tantalizing incentive so that visitor prefers spending some time on your page and mention your location for easy accessibility. These tiles and descriptions should be concise, precise and should lead the searcher to exactly what he is looking for. This actually helps the visitor/searcher in this case not to go astray and he comes to his desire page.
4- Be Brief/ To the point/Concise in order to capture your web audience. Curiosity is lead by brevity so it’s always works (in case of web audience especially and f you have to go for some details you can always ask them to go to a link giving full information regarding the subject). You need to create a fantasy and let the visitor imagine by not telling him everything.
5- Importance of Call To Action (CTA) is understood and regarded by many few websites. They must consider the importance primacy of persuasion. The purpose of launching a website to cater the customers worldwide does have a right to decide for a CTA. Have a brainstorming session with the concerned people to decide what and how you should compel your visitors to go for CTA. The CTA will be effective if it is conveying the visitor the need for action.
A brand in Dundee, UK named NEW LOOK posts clear and effective CTA; 15% off on summer sale, 10 % discount offered to students (as Dundee is a mainly a student city), free delivery till 5 pm to date etc.
This all not only provides quick / potential CTAs but also increases the credibility of the store but compels visitors to at least surf the items/products regarding the specific offer.