I was asked by a coach to make her blog more attractive. At first I thought she was referring to its design, as the word ‘attractive’ is immediately referenced to the prettiness factor, as if good design is the most obvious way to attract more visitors.
But I soon realised that this wasn’t the case. OK, there was some room for improvement in how her blog looked, and certainly reducing its clutter would have had an immediate effect towards causing it to attract more visitors (as she thought adding in absolutely everything that appeared to be important would increase the attractiveness factor), but layout and colour isn’t necessarily the only answer towards making a blog attractive.
Functional, clear and simple
It’s functionality, clarity and simplicity that cause a blog to attract more visitors. Functionality with calls to action to give the visitor something to do, such as sign up to a newsletter or subscribe to the blog posts; clarity so that the visitor is reassured they have come to the right place, understand the main message and enjoy the content provided for them to read; and simplicity that provides an easy to understand process to progress further into the site to experience what it has to offer.
We then discussed exactly what her business was about and what the three main options she could offer her potential clients. Getting her to focus on a reduced selection of services or products increased the comprehension factor for not only her clients but her as well. We explored the kinds of clients she would like to have, and how she could present these narrowed-down options in a simplistic format that made it easier for her web visitors to make a choice.
Reduce the options available
Providing three call to actions in the form of selective criteria reduces confusion and exasperation and aids comprehension and reassurance that this is the correct source of information required. Each selection needs to create an awareness of their subject matter, relate to the client’s problems and/or provide the benefits and solutions that would make their lives better. This is a positive factor that will attract more visitors.
Now each of these selected subjects should then progress onto a microsite that explores and explains the concept in full. The homepage presents the selection using clear, clickable buttons, and once chosen the visitor will then enter a ‘department’ or ‘section’ that deals only with that particular topic.
Recognition and reassurance
Recognition points such as colour or a logo will reassure the visitor that they are still in that specific area that relates to their chosen subject, and various call to actions on each page, or a clearly positioned navigation bar specifically for that microsite, will guide the visitor through their journey in that section.
Thus all the necessary information can be provided to fulfil the visitor’s requirements and educate or persuade them to sign up to find out more, join a course, buy a product or seek a method to do business.
If this process is successful, then this website will have achieved its objective to attract more visitors and retain them to voyage through the pages to learn everything that is on offer.