Welcome to part three in a series of three articles.
This article (part three of three) is about web content.
The “three things” of web content are:
3. How (do I get it)
Have you ever watched a friend blow it?
Some folks call it dropping the brass ring, sometimes we call it a flub. Sometimes we use words that are less polite.
It’s a moment where everything is going along just great and then suddenly, for no apparent reason – and with no warning, someone vomits. There is just no way to take that back.
I often have this experience on website Contact pages.
I’ve learned about who you are and both critical factors – trust & like – were established.
I’ve seen what you have for sale and I like it, I’m ready to move forward.
And then I click contact – or checkout. Barf.
I’m very sorry but we need to pause our story right here so we can take a brief detour into the land of four field forms.
What is a four field form you may ask? It is an evil creature, a demon spawn that must be destroyed.
When you get to a website contact us page and you see a form that says:
- First Name
- Last Name
You have entered an especially silly realm of hell that just makes me – as a digital professional – a little bit crazy. Some people say that it makes Ross get the cray-cray.
If someone emails you directly you get the exact same info as you do from a four field form, you just made it harder for your website visitor and gained nothing. This is why four field forms must die. Now. </rant>
Anyway – let’s get back to our tale today about How (Do I Get It)
Start by realizing how special and beautiful a moment has been achieved when someone clicks checkout. Be grateful and humble and happy. Getting someone to like you and to like your stuff at the same time ain’t easy – never has been.
Slowly consider the experience you want this precious person to have.
Do you want them to call a live human – is that the best thing for them? Make that phone number big and bold and tell the world when they can expect you to answer.
Do they need a final price with tax and shipping right away – is that the best thing for them? Put that total upfront long before you ask them questions that really should be optional. Never ask a customer for information you don’t plan to immediately use, it is waste for you and them. Do you really need to know how many bedrooms I have in my house? If the answer is maybe then don’t ask me.
If you do want to put a form on your contact us page make sure you use it to prequalify the person and learn something they probably wouldn’t tell you unless you asked. Aka: “Are you ready to buy immediately or are you shopping today?”
It helps to be genuine when people are ready to connect with you.
Speak your truth and show me your personality. Answer all my questions – and ideally tell me what to expect when I reach out.
That’s really all there is to know about the third pillar of web content – a lot of time can be spent refining and making things better but the principles are the same.
I sure do love web content – it is an equalizer. Big budgets and large companies don’t – because of their money and numbers – win over solo practitioners in this realm.
When your digital footprint does a good job with the three content pillars – who are you, what’s for sale, how do I get it – you’ll find happiness.
Tune in next week when we’ll be discussing Editorial Calendars, which is what you need to make all this content stuff work for you.