TMI = Cov Ntaub Ntawv Ntau.
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 ntxiv rau qhov homepage tam sim no:
- hu rau Page
- Cov neeg yuav khoom Kev them nyiaj yug
- Khoom thiab Kev Pabcuam
- Rub tawm (yog tias koj muab rau lawv)
- Cov Txuas rau Blogs thiab Social Media Kev Sib Txuas
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 zoo, kev pabcuam thiab kev tshaj lij does not matter. He's right – especially on a website.
Koj puas cia siab tias ib tug neeg tshaj tawm ib yam dab tsi txawv? Tej zaum “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.
Don't believe me?
Nkag mus rau hauv koj li Kev Txheeb Xyuas Web thiab suav cov nplooj ntawv nrog qhov kev mus ntsib ntau tshaj plaws uas yog 95% ntawm koj li kev lag luam. Tej zaum koj yuav xav tsis thoob (thiab poob siab tias txhua qhov haujlwm koj tau ua nyob rau lwm nplooj ntawv). Txawm tias qhov blog no, nrog ntau dua 2,100 cov ntawv sau… 10 nplooj ntawv nyiaj rau 95% ntawm cov teeb liab (thiab nplooj ntawv tiv tauj is ib ntawm lawv!). Koj lub vev xaib yuav tsum muab cov duab pom tseeb dua. Muaj pes tsawg ntawm cov nplooj ntawv muaj 100% bounce tus nqi? Muaj pes tsawg ntawm lawv muaj pes tsawg tus mus ntsib?
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.