Content consumers are busy. They want your company to create, edit, and distribute content that is relevant to their purpose or problem. A clean and effective content page gets visitors engaged right way. Here are four examples of content that engages.
Simplify
Delete one third of what’s on your content page. That’s the challenge. Simple is hard to do but it is effective. Flex-Drain could have added lots of text about why they are better than their competition but instead chose this fun approach using video. Watch it.
Be Purposeful
I like how Freight Center offers visitors a way to interact with their product right away. They sell web-based tools to help shippers comparative shop. Buttons on the Home page invite visitors to calculate freight rates, get instant pricing, and track a shipment. Who could resist?
Get Rid of Moving Objects
Let the visitor choose what to engage with. Here’s a good example at InnerMost Cabinets. The faded images at each side of the primary photo stay in place until you click on them. Nothing interrupts one’s initial impression of more and discovery.
Focus on Navigation
Let visual design direct the visitor. A restaurant Home page without food photos? The Nagomi website offers a clean, simple navigation design that does double duty in making the visitor feel welcomed and well served.
For business, the best messages online are those that the visitor chooses. Good content writers know this and make it a part of their overall content strategy. When there is too much noise on your content page, visitors will move on and you miss an opportunity. Let your content page speak to them softly, directly and persuasively.
