What Psychological Factors Make Your Target Market Read Beyond the Home Page of Your Website?

August 25, 2011 by  Filed under: Marketing 

Once you’ve put together the proper sequence of website writing on your Home page, there are psychological factors that you must take into account. What is it that compels your target market reader to read beyond the first paragraph to the next paragraph, and eventually click on and read other pages? Let’s pretend that your content is perfectly sequenced. You have a clear target market description. The overview of your business is succinct, and includes a few of the most powerful benefits. Any person who is your target market (with the problem that you solve) who arrives at your Home page would recognize themselves.

Beyond those website writing basics, there are also the psychological factors experienced by the target market prospect. What makes them read beyond the Home page of your site? Take a look at these psychological factors, and incorporate them into your next website writing project.

1. Hope that they have found the solution they’ve been searching for makes them want to read more.

You must give them hope. If they can feel intense hopefulness, they will be compelled to learn more. This does not mean “huckster-type” false hope, where you’re only selling promises. This needs to be authentic, real, and grounded, based in the assurance that you have helped many others solve that same problem. You don’t necessarily have to state this directly, but it is quite powerful to imply so. Some of this information is conveyed in the clarity and depth of your target market description. You want to give hope to your Home page readers.

2. Belief that you might have the answer that could help them will keep them reading.

On your Home page, if you are able to make them believe that you might be able to solve their problem, they will click to the next page and keep reading. If you are not able to convince them – for any reason – they will click away from your site. You make them believe by demonstrating that you truly “get” them and the depths of their problem. We all like to feel understood. When we’re suffering from a problem, searching for an answer is basically a self-involved process. What you say on your Home page must make them believe that you know how to fix what is wrong in their lives.

3. Trust in the clarity and logic of your description and business overview gives them faith that it’s worth knowing the details.

On your Home page, you must give an overview of what you do, and it has to be powerful enough that they will trust you enough to want to know more. This is not a place to be vague, wordy, or imprecise. Your prospects must be able to easily grasp the overall concepts of how you get your solutions – without extraneous or complicated detail. The more instantaneously they can comprehend your business, the more powerful is their drive to know more. This needs to be so succinct that they can keep it in their minds after leaving the site, or describe it to someone else. The Home page is a page to avoid giving too much detail. Keep it short and snappy and get them to trust you.

4. They have a feeling of comfort with and don’t feel threatened by the language and “voice” of your Home page.

The language you use must not arouse fears. It should be conversational and almost casual, but businesslike. Some of the common fears that cause site visitors to click off the site are things like, “This person sounds expensive. I couldn’t afford it.” or, “They seem a little stiff and formal. I don’t think I’d like to work with them.” Your language should be inviting in the same way that you’d invite treasured guests into your home. Show warmth and graciousness. Make them comfortable with your language and “voice”, and they’ll feel “safe” learning more.

5. Excitement or anticipation that a long and troubling search might be over will make them click to the next page.

Make your website writing exciting. Don’t do this with phony hype, but be sure that you inject your own excitement at working with and solving the problems you do. Show enthusiasm and make a point of using positive and upbeat language. Instill excitement in your readers and they will have to know more about how you work.

To get site visitors to read beyond your Home page, it’s not enough to have website writing that is perfect from a marketing standpoint. It is also necessary to be aware of and incorporate the psychological factors as well.

Suzi Elton provides business writing that attracts targeted prospects to your service business and converts them into clients for you. She is a Robert Middleton Certified Action Plan Marketing Coach, as well as a professional writer. Her website offers a free series of 8 assessments you can use to analyze your own site.

To learn about her Robert Middleton style Web Site Tool Kit Writing Package, go to http://www.wowfactorwriting.com/services/web-site-tool-kit-package/

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