How to catch a goldfish – Grabbing the attention of your website visitors

April 22, 2015 at 9:01 AM

Research has shown that attention spans are decreasing, and the average attention span is now shorter than that of a goldfish! Interesting news, especially in relation to your online marketing, website and the need to grab attention and keep visitors once they have arrived. 

The same research had some interesting findings on internet browsing activity, showing that 17% of page views lasted less than four seconds, and only four percent of page views lasted longer than ten minutes. 

This means you need to find ways to grab attention and keep it long enough to get your message across. You need to keep it simple and concise – say it quick and say it well. 

So how can you do this?

  • A good place to start is to look at your site from the outside in, rather than the inside out. I.e. consider your customer – what do they need to know to make them stay, as much as what you need to tell them.
  • Simplify your key message to as few words as possible – make sure people can get what you do at a glance so they know they are in the right place and stick around. 
  • Create obvious, easy calls to action to make it simple for people to take the next step – whether that’s downloading a free resource, getting a quote or calling you for an appointment.
  • Include images and video to hold attention longer – keep in mind the research also showed the average length watched of an online video was 2.7 minutes –again keep it short and on message.

Of course you still want your website to provide visitors with sufficient information – so anything longer or more in depth can be on another page. Keep just the key information up front, uncluttered. 

Two companies I have worked with that do this well are Ayone and Go2Guys. When you visit their page you instantly know what the story is. 

Ayone asks “Looking for expert IT support on a SME budget?” and provides obvious links to levels of service and contact details, with more information on additional pages.

At the Go2Guys you instantly see “Mortgages for first home buyers” and “Mortgages for existing home owners”. Not only do you know you are in the right place, but hovering over these buttons gives a quick rundown in a drop down box, with the option to click through for greater detail. Top right hand corner is a call to action and phone number. So they provide all key information without even needing to scroll. 

I’ll leave you with one last finding: the average office worker checks their email roughly every two minutes - so to get your message to your customers and drive already engaged traffic to your website, email is still a valuable part of your marketing strategy.

Need help reviewing or updating your website? Call us! 

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Category: Website content


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