April 13, 2021
6 minutes of reading
Comments expressed by Businessmen the contributors are their own.
The purpose of any website depends on two factors: attracting a person and getting the person to act.
You must generate enough interest with your visitors to stay on your site. Failure to attract and get users to take action leaves your website on purpose. What is good is the small business Site does not attract potential customers to call, buy or contact? What good does an ecommerce website have without buyers?
Social media helps people engage on their platform more than any other type of website because that’s their business model. They have invested hundreds of millions – if not billions – to make sure people are glued to their screens and stay on their website.
There’s quite a bit of mentality going into these website designs to make them as addictive as possible. And while there is an ethical discussion going on about the addictive nature of social media, it would be foolish to not learn and apply them from the above observations. Thanks to their research, we are able to “growth hack” what works and draw key lessons and leverage them to our own benefit, without spending millions of dollars to do like that.
1. Use dynamic content
To get people to visit your site on a regular basis, you need to give them a reason to keep going. Static content simply doesn’t do this, since the essence of static content is to have a relatively unchanged page that you can constantly refer to.
Dynamic content is informative and entertaining. It’s about constantly chatting with potential customers and being able to provide them with persistent values and insights that they don’t necessarily have to think about. Blog entries are the type of dynamic content most often associated with websites, but there’s a lot of potential here that your website can use to give people repetitive value. You can combine short content types, post video content from YouTube that you have created and also mixed in long form posts.
In fact, what you want to do is have something that is consistently updated but also varied so that people viewing your site can see the content in the format they like best.
2. Make your content short and give people more ways to read
People scan content before they read, watch, or listen. Not only is this basic human tendency to scan before committing to full content reading, but it has become our habit on every social media and multimedia platform out there as well. Netflix provides previews of every show with highlights, Twitter Exclusivity only allows brevity communication and Facebook articles cut down on the additional stuff until you click to see more.
Properly executed concise content will be powerful, authoritative, and give you expert status. When you can aggregate complex ideas into snippets and pieces of information that everyone can understand, that’s the real expertise. Start with something short and allow your audience to dig deeper into the information.
3. Your content should be visually appealing
Recently, while watching the newborn son of a friend of mine, he started to cry. The last thing that calmed him down was his exposure to bright colors and cartoony colors. He was fascinated by the vivid colors and the movement on the screen.
Adding a visual stimulus – even just changing the background color – will increase the interaction with your website because it makes us say, “Oh, what is this?”
Social media uses a variety of visual stimuli and movement to engage and hold attention. You need to have strong and consistent visual elements and signals.
4. Use a variety of content types
Different people have different preferences. Some are readers, some are viewers, and others are listeners.
As a business owner, you don’t have to decide what content is best for your customers. Rather, your customers will have many different tastes. As for me, I want to read everything before watching or listening. That’s why I will write content first and then create video and audio from it.
Allowing people to see content the way they want means achieving a very simple result: more conversions, more leads, and more customers.
5. Find ways to encourage engagement with your website
At the heart of everything, social media is interaction. Sharing on social media helps others become an active participant than just an audience member.
While social interactions on a small business website probably won’t happen due to the nature of your website, you can learn from different platforms. Allow people to comment on your posts and content. Actively encourage them as you would on social media. Add buttons for people to like or share your content directly from your website to the social media of their choice. Provides many call-to-action buttons. Any number of these micro-interactions get people to join and do new things on the site, instead of simply being an ordinary observer.
At the end of the day, interaction helps people take action. If a visitor to your website is taking action, you’re one step closer to profitability.