Your Web Content Can Be Sexy

October 2, 2013

5:00 pm

Imagine a person walking up to you and starting to talk about herself. She is boasting about her abilities and luring you to believe that she is an expert. She is pushing you to take her out for a coffee.

Now, unless her father’s name is Apple or Groupon, you would not have any clue as to who she is. You would not know why is she wasting your time. And you will be fail to understand why she thinks you will spend your money on her.

Your business website is that beautiful charmer. She has a singular agenda – engaging potential customers. To do so, she has to generate enough curiosity to strike up a conversation. Understand that she is with a million others like herself; trying to engage the same potential customers. If she is trained right, she can work wonders. So here are the lessons you should equip her with:

1. SHE SHOULD KNOW HER AIM

AIM: Aligned Intentional Markets

First, know that you do not want her to talk to anyone and everyone. She would be wasting her precious time in doing so. If your business website engages with people who are not the ones you want to work with, it will generate garbage lead data. Bad data already cripples your ability to draw any analytical inferences from it.

Hence, the first step is to spend time getting to know who your audience is. Narrow it down as much as possible. Making a generic website for everyone is not worth it.

Moral of the story: Build it for ONE, not for ALL.

2. HER FIRST SMILE

Beauty attracts the beast! Are you looking for one?

Beauty lies in the eye of the beholder.  What is beautiful to you might not be as admirable to others. Your website will have to compete with millions of other beautiful faces. Of course, I am not asking you to have an ugly face. But it is important to understand that the trick is not being merely beautiful and decked out. You have to be personable and intelligent together.

The first trick is in the greeting. How is your business website greeting your potential customers? Does it say – “I am an expert?” Is she boasting about herself without any authority validating her claim?

A smart business website will talk to the audience about their problems. If potential customers have come looking for something in your space, your business website must demonstrate that you can help. You want them to know immediately, that they are in the right place.

Moral of the story: Multiple landing pages.

More so, if you could be smart about wording her smile with some entertainment and emotional value, you are already making a connection.

 3. MAKE HER FRIENDLY, MAKE HER CASUAL

Humans speak human.

It is important to realize that your business website is not an advertisement hoarder. So do not make her speak advertising language. Use human-friendly words.

When you talk like a human, it is easier to understand. Only humans make connections. If you stay authentic and touch the emotional chord (problem for which a customer is seeking a solution), you will have the opportunity to speak with this potential customer.

Moral of the story: Keep it terse, ask the right questions.

4. TONE HER VOICE

I love a British accent. When they speak, I listen.

If she has a pretty voice with a beautiful accent, it improves the user experience for the listener. In terms of your business website, using good fonts cannot be ignored. Check out typekit; it has plenty of attractive fonts at very affordable prices. You could pick one to suit the personality of your business website.

Moral of the story: Fonts adorn.

5. MAKE HER A GOOD LISTENER

It requires courage to listen.

It is a misconception that a business website can speak but not listen. A business website sure can listen. She can listen to what her customer is navigating to. She can listen to what her customer is trying to find. She can provide a piece of blank paper in the form of a text box and ask to communicate. She can listen if the potential customer is tweeting something specific about her.

As she listens and learns, she can evolve her style of communicating and modify her body language to have more and more success engaging the right people.

Moral of the story: Install analytics and learn from it.

6. PERFUME HER ONLY IF IT SMELLS GOOD

A woman should wear a perfume only if she is going to be kissed.

Having a beautiful picture on the website has no meaning unless it is conveying information. Again, by no means am I asking you to make an ugly-looking website. Feel free to use good colors, great fonts, gradient backgrounds, and other adornments. But I do want you to think twice if you are adding an image only to make it look good. Try harder to come up with a more meaningful image instead of putting up abstract art. You might also be able to simply change the layout of the page to make it “smell” good.

You also want your web page to load lightning-fast. Fewer images mean faster load times.

Moral of the story: Less image, less words, more information.

7. TRAIN HER YOURSELF

Maker her speak your words.

No one understands your business better than you do. Write the content yourself. Think of every line you write as if you are having a conversation with your potential customer. Try to answer all the questions that you have been asked thus far, or the ones you think your clients would benefit from. But do keep it succinct. What you write has a direct impact on who you impact. So make sure you write for your ideal customer.

Moral of the story: Write the content yourself.  

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Jinesh Parekh is the CEO of a Ruby on Rails consulting boutique, Idyllic. Idyllic focusses on building web and mobile solutions led by user experience design that solves real business problems. You can reach out to Jinesh at jparekh [at] idyllic [dot] co.

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