Do you have powerful, irresistible, conversion-oriented sales
copy that's waiting to be uploaded simply because you don't
have someone to "design" your site?
Well, I've got news for you: Picasso doesn't do websites and
you don't need a "museum piece." Your site needs to be visually
appealing...inviting...easy on the eye. Nothing more, nothing
less.
It simply needs to look and feel welcoming so you can maximize
retention and maximize sales.
This means that you, too, can have a site that sells...and
sells well...even if you don't have an art degree, a graphics
department, or a high-priced web design firm on retainer. It's
true that design and copy go hand-in-hand, but -- this next bit
is important, so pay attention --
Design should always work with your copy in a supportive role.
You read me correctly. Despite what graphic designers tell you
(and each other), design is the tablecloth, not the meal. After
all, it's your words that convince prospects to buy...not your
clever use of color, graphics, or Flash animation.
In fact, on many sites, design elements aren't attention-getters.
They're attention mis-directors. They draw attention to the
design of the site and away from the message of the site. Design
like that isn't helping you make a sale. It's just the opposite.
Its effect is self-defeating...like shooting yourself in the
foot. Or worse! Like shooting your prospect in the foot and
killing his/her interest dead.
Don't despair. Your design "phobia" doesn't have to hold
you back, and you don’t have to engage the services of a
psychotherapist to get to the root of your fears. You have
nothing to fear but fear itself...the fear of not having a
website with a fabulous message drawing in millions of
customers.
Just put yourself in my hands for a few moments. I'll be your
"doctor" with an easy-to-follow, two-part "prescription" for
website design health. There's not a bitter pill in the
lot...it's all easy-to-swallow (and easy to learn) stuff.
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"Sneaky" Pill #1 - The Black and White Pill
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Have you ever watched preschoolers with the BIG BOX of Crayola
crayons...the ones with 64 colors in them. Little Mikey or
Molly will use every single color on their tiny masterpieces
and cover every possible inch of their "canvas."
Now that's fine for Mikey and Molly...they're in pre-school.
Your website should be a study in simplicity. Not too
crowded...not too busy...not to colorful...not too-too in any
way. For you and your website, too-too is a no-no, and the
big box of crayons should stay in the drawer.
Start your search for simplicity by looking at the colors on
your site. Nothing is simpler than black text on a white
page... yet this is usually the most effective way to present
a lot of copy.
The reason for this is elementary: The contrast is as strong
and dramatic as it can be because black and white represent the
extreme opposite ends of the scale. Any use of color is reduces
the degree of contrast between start black and white.
Think about advertisements in fashion magazines or on billboards.
A pink raincoat against a purple background? Or... how about
white type on a lime green background?
Graphic designers use such colors for their visual impact
because fashion ads are driven by pictures, not words. The
colors achieve the opposite effect that you're looking for.
Bright colors detract from the text by making the words
difficult to read. In fashion, this works to an ad's
advantage by compelling the consumer to look at the clothing.
On a website, the wrong combination of colors makes reading the
words frustrating and annoying. If you frustrate and annoy your
visitors, what are the chances of them buying anything from you?
(In the language of professional sales, "frustrating" and
"annoying" are synonyms for "no sale.")
Don't annoy the consumers! Your job as a marketer is to make
your copy as easy and hassle-free to read as humanly possible so
that visitors will want to "set a spell" and read what you have
to say.
Now don't get me wrong. The right use of color can certainly
help make a more visually appealing site. There are brilliant
designers out there who know how to use tones and textures so
masterfully that sites are works of art AND sales monsters.
Don't fall into what I call the "Bells 'n' Whistles" swamp.
Too much graphic activity will pull you and your website down
...like quicksand! Avoid the temptation to use unusual colors,
combinations and flashy graphics simply because they’re
available.
A little color goes a long way and primary colors are a better,
more clearly defined choice.
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"Sneaky" Pill #2 - The White Pill
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Part of making your message easy on the eyes is to make it
exceptionally easy to read. You want readers to breeze though
your copy effortlessly. The best way to do that is to break up
paragraphs into instantly scannable segments and provide plenty
of white space.
What's the big benefit of a little white space? Short segments
are easiest to scan and understand on the fly. And if your
prospect is able to "absorb" your information easily...
effortlessly...he/she is more inclined...is in fact COMPELLED
to read further.
(In the language of professional sales, "compelled" is a synonym
for "I've got you hooked and in a moment you'll be putty in my
hands.")
The more you can break up your test into short sentences and
paragraphs, the easier it is for prospects to read. If your
message looks like an easy read, chances of your prospect
actually reading your letter improve significantly.
Don't use bleach to add more white to your site. Just remember
to keep your page widths to a minimum and for a brighter,
clearer, cleaner looking website.
Keep your text to a maximum width of 65 characters. That way
your page should be easily readable from any monitor. (A rule
of thumb is that you should always keep the ‘little people’ in
mind. I mean those with the little 12” monitors set at 640 x
480.)
Warning! Warning! Warning.
Avoid at all costs, the need for horizontal scanning. It’s
enough of a challenge to get readers to scroll vertically
through your sales message. To ask them to scroll horizontally
too is absolutely ludicrous.
It’s always a good idea to set your main page inside the width
of the typical window. What this does is display an obvious
page border so the reader knows instantly that he’s not missing
out on anything.
With a border, the reader feels omniscient (all-seeing), "Ah.
This is easy. I can see this entire message easily. I think
I'll read it in its entirety."
Without such a border, the reader feels confused, "Hey! What's
going on here? I don't get it. This is annoying. I’m getting
out of here."
Some people say it's better to light a candle than curse the
darkness. Marketers say it's better to facilitate easy,
problem-free reading of a simple, clean website than curse
the fact that prospects kept their money to themselves.
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The Gold in the Nugget
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Simply put, your goal -- in design and copy alike -- is to
simplify the process.
Clarify your message so that it cannot be misconstrued. Provide
a single direction for your prospect to proceed. Funnel them
through your copy to the order page. Clarify your design so
that your message is not misconstrued. Provide a single focus
for your prospect -- the words!
Now get out there and make yourself rich...and happy, too!
Dan Lok
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