For any website to increase its dwell time beyond the first impression (visual appeal), the content, its placement and the tone used become very important.
Place your Contact Number on the Home Page
It may seem unnecessary, especially since most websites sell online. But if the visitors have a doubt and the contact number is accessible, they may be encouraged to call instantly, resulting in a conversion eventually. In the absence of one, they may just bounce off the site.
Testimonials should ideally be backed with photos or rich media such as video or audio clips – Mere text may seem very generic. In case rich media is too bandwidth-heavy, one can also settle with consistently sized Black & white photos with a graphic element like quotes (“) added to the text. [Learn – B2B and B2C Marketing Strategy Insights]
Use action oriented terms in offers and CTAs – Often times visitors maybe busy, and multi-tasking while on your site. They may not have the time to read through vague language to figure out what you want them to do. The language you use on your offers and call to action buttons should be as straight-forward and simple as possible and should have a sense of urgency. Improve your Landing Pages. For offers verbs such as “get”, “feel” and “have” work better as opposed to “imagine having”, “imagine feeling” and so on. CTA buttons can be categorized and worded accordingly –
Add to Cart – These buttons generally appear on individual product pages to entice customers to purchase an item. The wording should be simple and direct (such as “Add to Cart” or “Add to Bag” or “Buy Now“) with an icon.
Download – These buttons are trying to get a visitor to take possession of an item. In addition to the verb, it should convey the value of the product being downloaded. In case of software we generally see the version information or download size. In case of e-books or documents a brief description of what is inside the book or document should be mentioned on the tab.
Trial – Some sites offer free trials in the form of a free download or a free account. Some websites restrict the word usage on their buttons to a minimum, while others like to offer more information on what the trial contains.
Learn More – These are generally used at the end of a block of teaser information (often on the home page). These buttons are usually simple and read like Learn More About Working with Us.
Sign Up – These are used in the event users are required to sign up for a service or account, even before they actually reach a sign-up form. These are brief and direct – Sign Up and get started or Sign Up for Free.
Placement of Content, CTAs & Photos – Content, CTAs, Photos are all very important. But equally important is the whitespace (also known as negative space) around these. It is imperative that there remain some empty area on a page, thereby providing some visual relief to the visitors while on your site.
Headers / Headlines – Be it web pages or blog posts, an appropriate Headline indicating what the content relates to is a must. The matter may be well-researched-written-formatted and may also convey useful information that people may want to read. It could be funny too. But if the humour gets in the way of describing what the content is about, it may prove fatal. No comments, slow traffic, zilch shares. You need to make sure that you specify the benefit of reading the content in the headline itself. It cannot be vague.
If your post is recommending a productivity technique, the headline needs to include the words “Become More Productive with………….”
If the content talks about hassle-free cooking, the headline should include something like “Cook a Delicious Meal in 20 Minutes or Less.”
Interesting and intelligent content will most definitely stand out, provided it is accompanied with a Headline that indicates why one ought to read it.