What’s wrong with asking for a memorable website?
After all, our advertising culture was founded on being memorable. Consumer psychologists tell us that icons like the Marlboro Man or the Coca-Cola bottle are as embedded in our minds as religious symbols in other cultures.
The problem is your visitors won’t view your website the way we used to look at ads for soft drinks and cigarettes. We would see those ads every time we opened a magazine or watched a television show. We saw those ads on billboards. When I first began teaching Marketing 101, we said, “Your customer needs to see this image at least 5 times before they’ll notice.” Some research even said “7 times.” So we recommended buying ads that would place these images in front of potential customers 5 to 7 times.
Today it’s going to be difficult getting visitors to revisit your website even once. They may not come back, even if they move on to become good clients. Instead, your website will motivate them to sign up for your email. Then they’ll get to know you through your messages.
I’ve bought from people after staying on their lists for years. I rarely revisit their websites. I’ll see something that stands out in a message and … bingo! I’m now a customer.
So how do we accomplish this mission?
Being sticky means you create the glue that binds visitors to your website. You offer a lead magnet. You keep updating your blog with good information. You reinforce your brand with every message.
Bottom line: Lose the “welcome” message. Add the opt-in message.
If you’d like additional support, my video tutorial program – the “tweak and critique” – will show you exactly what to do to make your website sticky in a totally professional way. Click here for more.
Free website planning guide: 7 Critical Steps to a Smooth Website Makeover. Click here.