Are you Making This Number 1 Advisor Website Mistake?
When visitors land on a website, you want them to find the information that they need without being overwhelmed! A common mistake that people make on their website is using too much text. Something to keep in mind is that the brain process imagery 60,000 times faster than text! Twenty Over Ten, CMO, Samantha Russell is here to share some tips on improving your advisor website!
Good morning, Samantha Russell here from Twenty Over Ten. One of the biggest mistakes that we see consistently when we are examining websites for people and doing an assessment for improvement is too much text.
The brain process imagery 60,000 times faster than text, just let that sink in for a second, right? 60,000 times faster. Yet, we are all conditioned to want to cram as much info as possible about our business, what we offer, all the different ways we can work with potential customers into our website.
This is the exact wrong approach in what you DO NOT want to do, and there are a few reasons why.
Why Should you Lessen the Text on your Website?
Number 1: People do not read a website the way they read a book or, you know, a printed material. We don’t start at the upper left-hand corner of the page and read every word line by line, we scan. If you think of the way we’ve all become accustomed to interacting online especially with the advent of the smartphone, we’re used to scrolling right? So, we scroll and we scan until something catches our eye and then we pause. And if we’re interested then we expect to be able to click a button to learn more.
Tips for Making your Website More User-Friendly:
So, I have a couple tips for you that can help you set up your own website to be much more user-friendly and prevent people from landing on it and being overwhelmed by all the texts and quickly bouncing off the page.
So, the first thing…go back and edit, edit, edit, cut out as much as you possibly can and keep only the most important information and that “cream of the crop” most important information should be at the very top of the page, so the most important information should be given to somebody first.
Secondly, you want to break your entire website into sections with headers and icons for easier scanning
So, again somebody can be scrolling through your website when they find something that’s pertinent to them, or the information they’re looking for they can pause if they want to read more they can choose to do that.
So, that leads me to point number 3, which is always have buttons to learn more, read more for the more in-depth information. Long form content about specific services and things that you do should not be something someone has to dig through to get to another section. So what I mean by that is, let’s say you offer 3 kinds of services.
You can have an icon with each of those services and below each other “learn more” button. When they click to learn more than it takes them to a page all about that particular service for really, really in-depth information about a particular subject area that is the place for your blog, right?
That’s where your blog or your article page insights page come in where you can put really long-form detailed content which we of course encourage, but when it comes to your homepage, your services, your about page, or team member page make them scannable, you want really great images and graphics and light on the text.
So, I hope this is helpful to all of you, and that you can go back and look at your own websites and do some editing to prevent you from making this mistake.