The internet is filled with dangerous assumptions.
These destroyers of success are silent to the people writing content, but scream, “WE DON’T UNDERSTAND YOU,” in the ear of visitors.
One common mistake is assuming that your website visitors already know enough.
Enough to find what they need. Enough to know where to start. Enough to care.
Most of the time, they’re wrong. And if you don’t bore and lose visitors, you might commit an even worse sin: making them feel stupid.
I went to a website that made me feel that way. The company makes branded merchandise in pretty much any form you can imagine.
The problem was that the page was organized by a lot of technical information–and I didn’t know a single term.
It gave me the option to “explore” various printing technologies and very little useful information.
Instead, the website (which shall rename nameless) should have offered a different type of exploration. One that gets at the heart of what they’re really offering. It’s more than the product.
Companies pay to put their logo on merchandise, because they want to build their relationship. If they give you a clip you put on your dog food, you’ll be reminded of them every time you feed your dog.
But there’s something deeper to explore, still. With a little thought, you can really demonstrate the value of stepping out of the web and following potential clients throughout their day. Sounds a little creepy when I put it like that. Which is why the best way to do it is to give them a quality branded gift.
Like a water bottle. A water bottle does more than hold water. It powers people as they push through their workout. As they carve out time when other people are making excuses not to exercise. And something magic happens in the brain when people work out. I really believe I see the world differently after a hard run. It helps me think.
If your client is clearing her head on a run, don’t you want to join her? Take a look at this mock-up (and remember that I never claimed to be a graphic designer). This is how you use storytelling to show value.