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A Tangled Web

October 17, 2016Lori Rohrbach

guy_on_laptop

How many websites have you …

  • clicked into, only to immediately click out again?
  • wandered through aimlessly until you finally left in disgust?
  • found interesting, but not compelling?

You don’t want any of the above scenarios to describe a visitor’s experience with yourwebsite! So here is one of the primary keys to avoiding the “tangled web” syndrome:

Set a goal for each page and write to achieve that goal.

Notice that I didn’t say, “Set a goal for the website.” You should do that as well, but that is probably a broad goal such as “make sales,” “establish credibility,” or “generate leads.” It is theindividual pages and these smaller, specific goals that make the overarching objective a reality.

Let’s take three examples common to every website:

First, the Home page. A primary goal of the Home page of your website is to answer the question “Am I in the right place?” It is not to spill all the myriad details about your company, forcing people to scroll on and on and on. Give people enough so that in the second or two their eyes sweep your home page, they say, “Ah-ha! This is what I am looking for!”

If someone is in the right place, then your Home page has a secondary goal: to answer the question, “Where do I go from here?” Don’t leave people hanging! Imagine yourself walking into a building for a conference. You know you’re at the right location because of the huge banner hanging above the main entrance. But once in the lobby, where do you go for the seminar you signed up for? There are four hallways – which one do you go down? Your Home page needs to provide clear direction for all the different visitors who come your way.

Next, let’s look at the About page. Let me tell you what doesn’t work: giving a history of your company from the dawn of time. You will yawn people to death. Instead, use your About page to answer the question “Why should I choose you?” This changes the focus of the About page from facts to benefits. Might you still want to point out that you have been in business for 20 years? Sure – but do so by stressing your longevity or your reputation or your expertise. These are benefits that excite people’s interest. The facts back up the benefits.

Finally, turn to the Contact page. So often, I simply see the company contact info. Period. But the goal of the Contact page is to prompt action. A phone number and web form doesn’t cut it! Re-cap for people why they should contact you: it might be the final push necessary for them to pick up the phone or send an email. Would you want to lose a sale just because someone lost their momentum at this absolutely crucial juncture?

Take Action!

Take a look at your website. Can you identify the goal for each page? Or, to position it another way, what does each page accomplish? If you can’t readily and clearly answer those questions, it’s time to re-think the copy!

Author: Paula Marolewski

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Eight Work-From-Home Etiquette Tips

Eight Work-From-Home Etiquette Tips

 

Whether telecommuting is old hat or something you’ve been forced into as part of the COVID-19 shutdown, here are a few tips to make the experience run smoothly for both employers and employees.

 

Managing expectations

Successful work-from-home strategies always begin with clearly communicated expectations. Make sure your employees have any necessary equipment, tools and resources.  Will they need to track their time? Participate in regularly scheduled meetings? Be available at certain times of day? For employees, know what you’re accountable for and clearly communicate any challenges you’re having.

 

Constant communication

Keep the lines of communication open and be accessible. Check in with employees regularly through apps like Slack, Microsoft Teams, Google Hangouts and Skype, or even an old-fashioned email or phone call. Be genuinely interested in how they’re doing but don’t overdo it. Foster a feeling of trust by not micromanaging.

 

Nine to five…ish

While having a daily schedule is ideal, it may not always be practical right now. Make sure your people know when you need them to be available and try to offer flexibility at other times. They may be juggling school schedules as well as work schedules and working at “off-shift” times may be necessary. Be mindful of employees in different time zones as well.

 

For employees, try to work when you’re at your best, and not when you’re exhausted by kindergarten playtime and fourth grade math. Make sure people know if you will be unavailable at certain times.

 

Taking a break

Getting up and moving clears the head and helps with creativity and problem-solving. Whether it’s a walk around the block or a break for lunch, make time to get away from your desk throughout the day.

 

Signing off

Working from home does not mean being available 24/7. Set an actual end to the workday if possible. Don’t send and respond to messages at all hours. Sign out of messaging apps and close work programs. Understand and respect these boundaries.

 

Location, location, location

When setting up a home office, think about where you will have the fewest distractions – for yourself and for those who may be seeing you and your background on a video conferencing platform. Try to avoid busy spots that may include semi-clad people walking behind you, barking dogs and kids vying for your attention.

 

Conferencing and calls

Be clear about whether you expect people to turn on their cameras during meetings. If so, be clear about how they should be dressed. During calls, mute your phone when you’re not talking to avoid background noise. Headphones can also help with call quality. When speaking, pause frequently so others can participate in the conversation.

 

Social engagement

It’s ok for managers and employees to have some down time together, which may help ward off feelings of isolation. Keep up your normal level of interaction, perhaps with a virtual coffee break or happy hour. Managers should set the tone for how casual to be. Let employees choose what they would like to share, and never pry into areas that were off-limits before.

 

 

Author: Erin Alderfer

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