The 7 Second Homepage Assessment - New Frontier


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Marketing and advertising agency in Millburn, New Jersey.
Looking for a way to improve your website? Here’s a quick way to see if your homepage needs an overhaul...

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The 7 Second Homepage Assessment - New Frontier

  1. 1. Who We Are How We Can Help Work That Works Meet Our Clients Testimonials Notes and News Contact Us The 7-Second Homepage Assessment Wednesday 4th Jun 2014 Looking for a way to improve your website? Here’s a quick way to see if your homepage needs an overhaul. (You’ll need an assistant for this – someone who’s unfamiliar with your website and your business platform. Feel free to contact us if you can’t find one – we’re happy to play along!) Ready? Here we go: Step One: Ask an assistant or colleague to pretend that he/she is a potential client who has never seen your website before, and have them interact with your homepage for 7 seconds. Step Two: As soon as the 7 seconds are up, close the browser, and see if they can answer the following four questions: What’s the name of the business? What’s the core product, service, or benefit? Is this site for me? (hint: if they’re a potential client, the Privacy TermsWebsite by New Frontier
  2. 2. answer should be, “yes”) What should I do next? (clear call-to-action, navigation, and contact information) And that’s it! If your assistant nailed all 4 questions after 7 seconds on your homepage, you’re in good shape. If not, then you’ve just identified a key opportunity area for your marketing plan.

 Fustrated? Confused? Don’t be! There’s a logical explanation as to why this information needs to be processed so efficiently: First, research shows that consumers don’t read homepages – they skim them. Which means all of that detailed information and storytelling you’ve written into your homepage is likely being glossed over. Eye tracking studies (like this one) show that readers tend to scan pages in the shape of the letter “F”, horizontally from left to right, focusing initially on the triangular area in the upper left-hand corner. Lesson learned: Determine what the most important/relevant takeaways are about your brand and your business, and make sure they are: skimmable – key headlines, bullet points, and simple graphics work best not buried in the lower-right hand corner of your site, or (gasp!) below the page fold. If consumers can’t find a reason to stay on your site while in this skimming pattern (which is estimated at 3-5 seconds), they may not be getting your message, and you run the risk of losing them. Second, a homepage needs to deliver an amplified level of instant gratification. A consumer that visits your homepage is on a mission to find content that satisfies
  3. 3. or interests them. And if they don’t find it on your site within a few seconds, there’s a good chance they’ll keep clicking until they find it on someone else’s. (Other mediums such as print, TV, and radio allow for a slower build and more creative freedom due to their interruptive context and indirect points of engagement). Remember: transition graphics and slow-revealing messages can be captivating marketing tools, but unless they help the consumer immediately find what he/she needs, they shouldn’t hold a dominant presence on your homepage. Third, you can resist the temptation to fill your homepage with all of your product offerings and detailed service information, as the immediate purpose of your homepage should be to provide an overview of your brand, tone, and context, and to provide a gateway to the rest of your website. Once the consumer decides they’re in the right place, they’ll expect to be able to drill down to find specifically what they are looking for, and learn about these products or services in more detail. It should be noted that a clear navigation architecture is imperative, as 76% of consumers say the most important factor in a website’s design is “the website makes it easy for me to find what I want”. (source: HubSpot, 2011). Finally, the technical details (search optimization, page coding, tags, etc.) are important, but they shouldn’t come at the expense of a consumer-friendly interface. Example: It’s more important to provide the consumer with relevant information, a positive brand image, a pleasurable navigation experience, and a compelling call-to-action, than to stuff a page with SEO-friendly keywords that might cause the consumer to stumble and go elsewhere. A savvy web designer or marketing agency can help to ensure that your site is optimized for
  4. 4. « New Frontier Wins 3 Advertising Awards at 46th Annual Jersey Awards Dinner Team LeGrand Red Carpet Event: Tuesday, May 20th » both search engines and consumer interaction. The good news: Home pages aren’t carved in stone – they’re flexible and fixable. And sometimes even the slightest adjustments can bring in positive results for you and your business. You can learn a lot in 7 seconds! Share SIGN UP Join Our Mailing List First Name Email Address Latest Instagram
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