How To Create A Positive Web Experience In 30 Seconds

Thirty seconds is a short span, and yet so much can be communicated in that time. This past Super Bowl opened my eyes to the power of communicating a message in 30 seconds. Although I was not overly impressed with this year’s commercials, I did take away some key lessons that translate to the Web. Today, I’m going to briefly answer how you can:

• Draw people into your website in less than a minute
• Quickly and effectively convey a memorable message
• Create a positive web experience for visitors

The Power Of Rapid Cognition

In his book, Blink, Malcolm Gladwell covers the topic of “rapid cognition” which he defines as, “the ability of our unconscious to find patterns in situations and behavior based on very narrow slices of experience.” He explains how too much information can cloud an individual’s ability to accurately analyze a situation and how “in good decision making, frugality matters.” Although you never get a second chance to make a first impression, you do get many chances to make the next impression.

Now, let’s look at three ways you can create a positive website experience in 30 seconds or less -

Be Captivating.

Think about your favorite Super Bowl commercial. How did it draw you in? Was it through the use of color? Sound? Movement? Now take a look at your website and ask yourself a few questions:

• How does your site draw visitors in?
• Does it pique the interest of your target audience?
• What would make your website experience better?
• What elements could be added or taken away to make it more engaging?

Think about incorporating attention-getting strategies similar to your favorite Super Bowl commercials that will resonate with viewers. Use inviting design and engaging copy to captivate visitors. Make your site a place people want to explore.

Be Clear.

Who is your target audience? What is the user looking for when they visit your website? Whatever it is, they should be able to find it in an instant. They should be able to jump on your site and know where to go and how to get there. You should have a clear information architecture that points users in the right direction. Are visitors to your site easily frustrated because they have to click more than two times to find information? If so, there’s a flaw in your website structure that needs to be addressed.

Be Creative.

Your organization is unique. You offer something no one else does. You do things differently. Your differences comprise what is known as your unique selling point (USP). The best way to differentiate yourself from the competition and distinguish yourself as the best choice for your target audience is to make your USP the focus of your message. However, it’s also critical that you make your message memorable. To determine if your message is working, ask yourself these questions:

• Is your organization’s message communicated creatively on the website?
• Is the message conveyed in a clear, concise and memorable way?
• Does the user click away from the web experience with knowledge of who you are and how you are different?

The worst thing a company can do is to make its website look and sound like everyone else. Make your message stand out on every page. Go out of your way to leave your visitors impressed and wanting more.

Our world is filled with noise, information and distractions. Having someone’s attention — even for 30 seconds — is an opportunity that shouldn’t be wasted. Use all the tools at your disposal to make your website a memorable experience for users. Be the rare Super Bowl commercial that sticks in people’s heads, long after the final whistle blows.