Anyone that searches for something online knows just how frustrating it can be if the answer they are looking for cannot be found. Nobody has the time to surf the internet and go down a rabbit hole. Generally, you will search on Google using long-tail keywords for something like “the best salon in the area” and you would skip through the ads to click on the top 3 results that appear. When you compare the website homepages, you will determine which site suits your needs best. However, a website that tries to be too clever can be intimidating. Here is what most people observe.
Every website has a unique selling proposition or main headline written in those irritating image sliders. The business might think that it is being clever. However, it is only a conversion killer. You might have come across the following headlines.
- We allow you to breathe.
- Submit online tax returns for just $95.
- We offer more than just accounting services.
5 Seconds to be Relevant
The fact is that you only have about 5 seconds to be relevant. If up include irrelevant or clever messages, your bounce rate will increase. Visitors will switch to a competitor in the blink of an eye. As the saying goes “If you confuse your customers you lose them”. The main focus should be on clarity.
The internet is home to about 2 billion websites and your visitors are extremely important. The easier you make it for them to find the desired information the longer they would stay. You could have an unclear website due to poor copywriting or poor design. The good news is that you can diagnose these problems.
Avoid Clever Design
If there is one thing that should be avoided, it is clever design as it can be distracting and rather annoying. There are many graphic designers that believe that clever design is the way to go. However, they could not be more wrong. The truth is that they do not know anything about conversion-focused website design principles. They tend to go for the latest design trends and not something that offers convenient navigation. Bright colored images and backgrounds can distract visitors.
On the other hand, websites that have minimal design also need to have sufficient writing to ensure that everything is clearly communicated. Their hamburger menu or unconventional navigation hides everything that is important. The design tends to be conceptual and does not communicate the business ideas efficiently. Such websites also get clever when it comes to copy. It takes a long time for visitors to figure out what the website is about. It is important to consider how the human brain and human eyes work.
So, What Is Clarity?
If you have ever visited Airbnb, you must have noticed just how clear the website is. They ensure that everything is clear. Visitors can instantly book a room from anywhere in the world. A great thing about Airbnb is that visitors do not need to visit the “About” page to learn more about the website. With a high quality cost and design, it is possible to achieve clarity.