Jan. 17, 2014

4 Ways to Display Content On Your Website

How Should I Say It? 4 Ways to Display Content in your Site Structure

"Do it again."

When I hear these words I can recall every coach, teacher, and mentor from my past encouraging me to take one more look at my study guide, one more free throw, or take it one more time from the top. Repetition was the key to success. The more I practiced an action or repeated a word, the more likely I was to excel.

Repetition is one way to get your message across, but it’s not the only one. When it comes to website content there are 4 common ways to tell your audience who you are and what you do.

Say it Once:
If your message is clear and resonates loud enough with your audience, say it once and test it to see if it sticks. Some of your site visitors will remember the first time they hear it. If you’re taking the one-and-done approach, be sure you make a lasting impact.

Punchkick Interactive, a Chicago-based mobile marketing design firm does just that. When you land on their homepage, you are greeted with strong language delivered in a memorable way. Their “About” section makes an impression with the content and the way it is presented in a single, run-on sentence.

Repeat, Repeat, Repeat:

Repetition works. The more you hear something the more likely it is for you to remember what is being said. Repeating who you are on your website can be an effective way of driving the point home to ensure site visitors don’t leave without a concrete understanding of what it is that you do.

If you choose to layer repetition into your site’s content structure, make sure you do it tastefully. Sonoma Partners, a Microsoft CRM and Salesforce vendor weaves their message about who they are across several site pages but in an appropriate and meaningful fashion. Similar to peeling away the layers of an onion, the further you dive into their content, the more you learn about who they are and what they do. During the first engagement you learn about their expertise and what makes them different. Once you click-into the site, this message is repeated providing the site visitor with more information and context.

I can’t hear you.

Have you ever had a conversation with someone that speaks a different language than you? While you two try to figure out how to navigate the language barrier, have you ever found yourself enunciating and speaking louder in an effort to get your meaning across? In-person experiences like this do not translate clearly when you’re on the web. You don’t land on a site and have a voice at full-volume yelling through your speakers, “THIS IS BOB’S COOKIES. WE MAKE COOKIES. OUR COOKIES ARE THE BEST.”
Instead, a loud delivery online looks bolder. It looks different than what we’re accustomed to and demands our attention.

Like fishfinger. The creative design agency greets you with an animation that takes you all over the map, demanding your attention and leaving you wondering what’s to come.

Tell a Story.

The art of storytelling can be described as the exchange of something meaningful shared between two parties. Stories work because we’re naturally hard-wired to tell them, hear them and comprehend them. So use them to your advantage when displaying content on your website.
Check out the The Walking Dead. This use of parallax scrolling leads the site visitor through the show’s story in an engaging way. The marriage of meaningful content and technology leaves audience members with a clear understanding of the message while providing an opportunity for active engagement.

When it comes to formatting your content in story form on your website, remember it isn’t about you telling your audience what to do, but rather why they want to do it.

 

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By
Ariel Upton

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