TMI = An iomarca faisnéise.
Most websites are built with TMI. I'd be willing to bet that there are 5 top locations everyone looks for on a typical website sa bhreis ar an leathanach baile sa lá atá inniu ann:
- Déan teagmháil Leathanach
- Tacaíocht do Chustaiméirí
- Táirgí agus Seirbhísí
- Íoslódálacha (má sholáthraíonn tú iad)
- Naisc leis na Blaganna agus Naisc na Meán Sóisialta
I've been working with a couple clients of recent and have been pushing back on the volume of information they have on their websites. Friend and colleague, Kyle Lacy, recently wrote that cáilíocht, seirbhís agus saineolas does not matter. He's right – especially on a website.
An bhfuil tú i ndáiríre ag súil go bhfógróidh duine rud éigin difriúil? B’fhéidir “Oh yea, we're experts and do a good job with our customer service… but our quality is a bit lacking. Ready to sign with us?”
I've always described a website as the sign in front of your store. It needs to be well-designed, concise, and directly to the point… letting folks who stop by know what you do. It also needs to be in a great location (SEO), but that's another blog post. If the sign outside your store had 25 columns of all the products and services they offered, would you read through them and go in? Or would you leave?
Chances are, with a very large website, you're disqualifying great leads without ever getting a chance to sell them. If you want to detail your features and offerings, that's a fantastic opportunity for a blog. Otherwise, keep your website (aka websign), clean and to the point. I've never gone to a 100 page website and said, “Wow, this is so thorough and incredibly designed!”. Instead, I probably got lost… didn't find what I was looking for… and left.
Ná gcreideann mé mé?
Téigh isteach i do Web Analytics agus déan líon na leathanach a chomhaireamh leis na cuairteanna is mó a chuimsíonn 95% de do thrácht corparáideach. B’fhéidir go mbeidh iontas ort (agus díomá ort mar gheall ar an obair go léir a rinne tú ar na leathanaigh eile sin). Fiú an blag seo, le níos mó ná 2,100 post… is ionann 10 leathanach agus 95% den trácht (agus an leathanach teagmhála is ceann acu!). Ba chóir go soláthródh do shuíomh Gréasáin pictiúr i bhfad níos soiléire. Cé mhéad de na leathanaigh sin a bhfuil rátaí preab 100% acu? Cé mhéad acu nach dtugann cuairteanna nialasacha?
My clients understand, and are already benefiting from the strategy. One client now has a customer login with a ton of additional information through a series of menus – but only once the customers log in. The other has a blog where they're going to put all the additional information. The websites they've published are very clear, concise, and friendly to conversions. We are providing enough information for leads to engage further, but not enough to run off others who may be good prospects.
It's a careful balance. You can provide a lot of information on a web page and still convert folks… but I believe the best pages avoid an abundant list of features and specifications. They, instead, provide customer testimonials, benefits and results. Avoid quality, service and expertise. Instead focus on the pain that brought the visitor there and how you've helped others alleviate their pain.