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Blog,  Persuasive Design Tip,  Usability

Do You Really Talk to Your Website Visitors?

Why is it so difficult to convince your website visitors to do what you want them to do?  You invested in the best web design and online marketing, only to come up with high bounce rates and low conversions. What is the issue?

You Are Missing

The chances are likely that you are missing from your story.  Your website design doesn’t feel like you are there.  Its marketing strategies are not you and don’t seem to represent what you really want to say.

Since you are not a web designer or marketer, you may be forced to hire people to create something you want, but unless they are trained to ask the right questions and have years of experience, they may end up producing results that are simply not you.

For starters, the content is written for search engines rather than your targeted visitors.  You don’t talk in keyword-speak.  The video someone made has a dubbed in voice that is not your voice.  The stock photos are illustrations or posed models.  The colors were not chosen based on contrasts tests and studies on color and emotion. Even you can’t read your web pages because you can’t see them, or sense your presence behind the sentences.

In other words, the story presented online is not how you would tell it if someone were sitting next to you on an airplane.  Your story, when told by you in person, is more convincing to the listener because they see your face, hear your voice, and pick up on subtle things about you such as your energy, smile, the way you walk or the way you talk.

Choose to Share Your Passion

It’s taken me years to get used to speaking to clients over the phone.  I don’t consider myself to be good at it because I stutter sometimes and my brain races ahead with thoughts while my voice tries to keep up.  What has encouraged me to hang in there is feedback from people who say they can tell how passionate I am about my work.  I may stumble over my words and worry I wasn’t professional enough, but what my clients want is my expertise and dedication to my work because they will benefit from that.

The other day a website owner was describing to me his business.  When he was finished, I told him I was moved to tears and that everything he just told me was nowhere to be found on his website.  I told him that this is the case with every client.  My recommendation was to re-write the content so that it sounds like him rather than forced marketing mumbo jumbo.  Adding a brief video would also help communicate the human side that I could detect from over the phone.  In his particular business I sensed his conversions would shoot up if his website visitors heard his story from him and watched him tell it.

Put Yourself Inside Your Website

Expert user centered web design practices remove barriers rather than creating them. The trouble with web design and application development fads is that the design and marketing become the end goal.

User engagement is lost to technical issues, code, performance, data analytics, budgets and everything other than the soul of your web-based product.  If you stop to consider the trends towards text to voice usage, new devices that talk to us without the need to ever type into a keyboard, Twitter’s decision to expand the number of characters, and Facebook’s announcement to allow profiles to include short videos of users in place of static profile pictures, you may see that the future of design is about being more intimate with each other.

Do we respond to a call to action because of  the sudden appearance of a form covering the page or do we decide to act because we were emotionally compelled to do so?

Your decision will make a difference to your visitors.