What your website and Hogwarts have in common (but shouldn't)

What your website and Hogwarts have in common (but shouldn't)

Topic
Copywriting
Publish Date
Mar 20, 2021
Must-Read
Think of your website as a house.
When visitors walks through the front door, they arrive at your homepage and now have to find their way around.
On many websites, visitors feel like they've been dropped right into The Hogwarts School of Witchcraft and Wizardry.
There are moving stairways that lead to unexpected destinations, doors that aren't really doors, and talking portraits that try to distract them on the way.
It's no wonder visitors get lost and eventually hit the X on their browser tab when facing a gazillion links to click, 17 subpages to choose from, and an annoying pop-up that appears every 5 seconds.
They're overwhelmed and just want to get out. Worse, they leave with a bad impression of you that isn't easily fixed.
Now, what should your website look and feel like instead?
You want your homepage to be like a straight, neat corridor with a few clearly labeled doors on both sides. There's an obvious path forward for your visitor.
As they stroll along, they can choose to go through a door (and visit a subpage)...or not.
If they don't and just follow the corridor to the end, they should also arrive at the destination: your main call-to-action. Maybe that's scheduling a call with you, downloading your lead magnet, or signing up for your software.
Fewer choices typically lead to higher conversions.
So, let Harry Potter figure out how to navigate Hogwarts and send your website visitors down a neat, little corridor.
 
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