Two approaches to one business. Which is more effective? Try squinting.
Never everyone! Demographics: age, gender, socioeconomic status, level of education. Psychographics: attitudes, beliefs, lifestyles, opinions. Geographic segmentation: zip code, county, state. Job segmentation: farmers, managers, small business people. Specialty segmentation: 45- to 55-year-old females with arthritis who own Toyota Camrys. Focus on the group or groups that are the best fit for your website. Older audience: big enough text! Good contrast, black on white!
Are you a subject matter expert?
Readability is important. We don’t pay attention on the web. Comprehension starts being compromised when content exceeds 7th grade reading level (average American reading level).
Inverted or reverse pyramid. Say what’s important at the top! Remember the F for fast. Upper left-hand corner is your most valuable real estate.
What works for the web
• Writing for the web
• Effective images
What don’t people do on the web?
• They scan instead.
• F for fast.
What does it mean for us?
• Provide content that can be scanned.
• Avoid: “walls of text.”
• Think: “at a glance.”
• White space
What do people do on the web?
In order of popularity
• Get news
• Buy products online
• Use social media
What do you offer?
Information and news
Education and instructions
Products and services
Why your site and not another?
• Simple: 5th to 8th grade reading level
• Clear: avoid jargon!
“The exploitation of
may be seen as the
“We're reaching out to leverage our ability to offer solutions.
This low-hanging fruit is a game-changer, a no-brainer and a winwin situation. Let's touch base and take it to the next level!”
“Happy talk must die.”
• Don’t focus on how great you are with vague
terms (“the best”) and self-congratulatory
• Specify what makes you great!
– Facts and stats
– Real-world problems you solved