16 Nov Blog v. Musings
What always surprises clients in the midst of developing a new website are common facts about “visitor” use. For example, were you aware the average time spent on a single web page is 52-54 seconds? The average time spent on a website visit is roughly 2 minutes and 17 seconds. Of course this varies significantly by industry.
OUR MANTRA FOR DECADES HAS BEEN SIMPLE: PEOPLE DON'T READ ON THE WEB. THEY GET DRAWN IN BY VISUAL CLEANLINESS (A CLEAN LAYOUT) AND AN IMMEDIATE CUE THAT YOU HAVE WHAT THEY NEED.
Have you ever received an email or text that drones on and on? We all have at one juncture. And how do we react? We gasp and shut it down before plunging into the volumes of disjointed thought. Again, people baulk at reading gobs of information. In fact, we should probably get to the point here and call it a day.
The recommendation for your marketing communications is this: Keep it simple, make if fun (i.e., engaging), and ensure that it’s short and to the point. Billboards have always been our go-to case study with clients. It’s the hardest marketing medium for any marketer; they have to be (1) direct, (2) el pronto, and (3) obvious for the 5 seconds someone in a car has to process the message (maybe 2 seconds since they’re probably on their phone).
So when it comes time to clean up your website, keep the copy to a minimum. This rule of ours is also why we’re going to refer to the blog (UGH this word makes us cringe and shutter) as “Musings”. Our goal is to share quick thoughts, findings, and marcom hints that you’ll be willing to dedicate 52 seconds. Actually 45 seconds because we like to exceed expectations.