“The click and wait society is dead”
We’re now in the scroll and look society!
(Landing Page Vs Multi Page Websites)
Landing Page? Are any of you old enough to remember the old websites? The old websites with eight to ten pages? The home page, about us page, meet the team page, contact us page, product page, location/maps page. Let’s not forget about the good old photos and videos page. Pages upon pages.
For a very long time, the old traditional websites were supreme. Consequently, society has changed dramatically. Personalities, work ethic, patience, and IQ all have changed. Technology has changed dramatically as well. Access to information, speed, accessibility, and to make this relevant, SOCIAL MEDIA.
I stumbled across some very interesting and scary research. This research showed live recordings of users’ activity when landing on certain websites. Over 80% of users literally landed on the first page, scrolled up and down, looked at a few things, and exited the website. Hence the scroll and look society. The about us page was barely visited. The photos page did not get visited. Even the contact us page had a low amount of users clicking on the page.
Even more disturbing was the level of patience.
There was a certain percentage of people who would actually click on a page, wait for literally about 2-3 seconds, and click off of the page. Two to three seconds and a large number of visitors were clicking off of the page. Let’s be honest. The vast majority of websites take longer than a few seconds to load. Even if the user has super fast internet and a great device or computer, a normal website may take a bit longer than a few seconds to load a page. Especially if it’s the user’s first time visiting the site.
Most businesses large and small do not have a twenty thousand-dollar customized HTML website. To be honest, most businesses large and small don’t even have dedicated servers and CDNs. With no twenty thousand dollar customized HTML website, dedicated server, and no CDN, the website may not load as fast as Google, Facebook, or Amazon. Not to beat a dead horse but; consequently, there is a very large percentage of users who will expect all pages on your website to load as Amazon or Facebook would load. (Landing Page Vs Multi Page Websites)
How do we simply fix this?
Keep on reading.
Ok, you don’t believe me? You think you should have at least 8 to 10 pages on your website? You think you should have a page on your website with a photo and video album?
There’s a program called “hotjar” that captures and records users’ activity when landing on your website. Any average Joe can pay for a subscription and gain access to this program. *(I am not promoting this program as an affiliate as I do not receive any royalties or an affiliate fee from hotjar). With that said, go to www.hotjar.com and try it out for yourself. Then, get your web developer to create two different websites for A/B testing. Create a website with very low pages and with the vast majority of quick information on the first page. Then create a website with 8-10 pages. Download “hotjar” and watch how visitors/users utilize your website. Compare users’ actions on both of your sites. I can almost guarantee you will be getting rid of the website with 8-10 pages.
Therefore again, how do we fix this?
You’ve read this far so i’ll give you some really quick and informative tips. These tips may seem very simple, but you’ll be surprised of how many businesses and organizations have old outdated websites. Doctors, Dentists, Attorneys, etc. You’ll be surprised by how their business is being presented on their website. (Landing Page Vs Multi Page Websites)
- Strategically place important content you want users to see right on the front page of your website. Users will wait a bit longer for the first page of your website to load. Once it’s loaded, they will begin to scroll through your site. If you have too many pages for users to receive information, a large percentage will simply not continue to wait for each page to load in order to receive more content and/or to take action. Your web developer can utilize tools such as, “lazy load” and plugins such as, “wp smush” to optimize the speed and loading times on your home/landing page.
- Downloadable content right on the front page. If you’re attempting to collect users’ information by giving away a free ebook, application, informative information, etc, you should have that option right on the front page of your website. You can easily add a contact box with a submit to download or download now button right on the front page. If you have a very specific product or multiple free products, you can place a download now button on the first page to direct users to the actual download/splash page. With that said, once users click the link, that next page should be their last stop. The only option they should have is to fill in their information and receive their free download. Remember, we want to keep it very simple and keep the amount of clicks limited.
- Don’t oversaturate any page, especially the home/landing page. I see this all too often. Paragraphs, upon paragraphs. Text, photos, videos, etc. Do not do this. I prefer a quick informational video. 3 to 4 high-quality photos with quick explainer content next to or under the photo(s). Quick about us or about the owner section. Yes, I place a quick about us or about the owner right on the front page. A more descriptive about us or about the owner bio can most certainly be placed on a separate page. You can even say things such as, “Want to know more about how William W. grew from poverty to a successful businessman, click here to read more.” Last but not least, a free download and/or contact box. Remember that your website is a tool and not a marketing campaign. You want users to do something. You want users to call, schedule, email, or submit their information. *A psychological trick for businesses with hours of operation is to place your location and hours of operation on a separate page. Visitors/users who are being very specific in looking for your location or hours of operation will most likely click and wait. This will boost ranking and decrease bounce rate (Example: restaurants, hair salons).
- Social Media is where you tell your story. I’ve had clients who do not want to look past this simple fact and are persistent in utilizing their website as if it’s their Facebook or Instagram page. I am not going to go into great detail regarding this here being that this is very specific information placed inside my ebook (Foundational Marketing The Psychology of Why & How). Therefore, simply put. YOUR WEBSITE IT NOT FACEBOOK OR INSTAGRAM. You do not need dozens of photos and videos on your website. That is what your social media is for. Your social media is what should be targeting customers to visit your website. We’re currently in a new digital age.
There are of course many more techniques and tactics in creating a modern, effective website. Remember that we are no longer in the click-and-wait society, we’re in the scroll-and-look society. Again, please remember that your website is not a full marketing campaign. Your website is a tool. You should be utilizing various marketing tactics to actually draw users/visitors to your website. Once visitors/users land on your website, you want them to take action. You want them to of course make a purchase, call, email, or submit their information and sign up to a mailing list etc.
Some Quick Exceptions
- Most e-commerce websites. As a marketing and business consultant when I receive a new client in an industry I may be unaware of or inexperienced with, I simply research the top most successful industries in the world applicable to that industry. Websites such as Amazon, Walmart, Target, Macy’s, etc, are certainly not simple, modern sites with a low amount of clickable pages. These are very large, robust websites. E-commerce sites certainly have a different structure. Especially if the site is a family brand and promotes the brand as such.
- Very specific services. Certain businesses, organizations, or industries that are very specific. A dental office or a Doctors office. Niche service or organization. These services may require a larger more in-depth site. In addition to that, the vast majority of people who visit these kind of websites are looking for very specific information from people with a very specific skill set. For example: A new research facility researching Alzheimer’s disease symptoms, or even a local doctor’s office recommended by a friend or radio ad. Another example would be an Artist selling and promoting very expensive art pieces. A very close friend of mine produces high-quality art and sells to high-profile clients. These high-profile clients normally look into the artist in great detail. It’s also normal for these clients to schedule private showings. On some occasions, possible clients requested for her children and husband to be in attendance during these private showings. Miraculously enough, she has literally had 100% success in closing deals during these private personalized showings.
Again, there are of course many more techniques, tactics, and examples I can throw your way. It’s very difficult to find a good, honest, reliable company as all of this is very technical which can cause companies to be very deceiving as a result. It’s also difficult to find a company that will keep up with the times in providing customized service. Do your research and be wise. I make it my business to prove my company’s honor and integrity. Therefore, I hope I’m doing a good service by providing free tips and helpful information. Visit www.mcduffiemarketing.com and schedule an appointment for web design or marketing services.
Share this so that other business owners can read this important information. Thank you very much for reading.