Five Seductive Pick-Up Lines That Leave Your Visitors Wanting More

For many of your website’s visitors, the page that will greet them when they first arrive on the site is your homepage – and the section of your homepage that is likely to draw their attention upon arrival is the billboard.

Similar to roadside billboards that are meant to attract the attention of passing motorists and promote some company or service, homepage billboards are meant to grab the attention of a website visitor, welcome them to the site and convey some important message to them, and then send them forward to other content or actions within that site.

Take a look at just about any website today and you will see this “billboard” area. It is typically presented as a large, visually rich display that features striking imagery and/or powerful typography, important messages, and a subsequent call-to-action. Additionally, these messages can also be animated in some way to add an element of motion to the site and to allow you to use the billboard to display more than on message on your homepage.

While the purpose of the billboard is nearly identical on all websites, the way this section is executed varies from site to site. In this article, we will take a look at a few popular approaches to the website billboard.

1. Allow me to introduce myself.

Probably the most common billboard approach is what I call the “here’s who we are and what we do” technique. In these examples, the billboard message is all about your company.

Similar to an elevator pitch, this billboard approach quickly introduces your company and summarizes what you do. With attention spans online being as short as they are (many experts say that website visitors will scan a page and make a decision of what to do next, including leaving the site altogether, in as little as 3 seconds), this approach can be an effective way to get your message or value proposition across in a succinct fashion. If that message resonates with your visitors, you then have an opportunity to continue the conversation by driving them deeper into the website to learn more about what you have teased in the billboard message. You could provide links to read more about your services, products, or even just the company or organization itself.

A few examples of the “here’s who we are and what we do” method are below:

Studio1 Architects

This site uses very large images of the firm’s work (the images animate and multiple photos fade in and out over time), coupled with an opening message that explains what they do and a link to view their portfolio: http://studio1architects.com

AF Technology Solutions

This site’s concise billboard message summarizes what the company does (business and technology solutions) and who their audience is (small to medium businesses) and includes a link to learn more about their services: http://af-techsolutions.com

Raw Seafoods

This company uses their billboard to highlight their value proposition and then link visitors over to a page detailing what sets their products and services apart from their competition: http://www.rawseafoods.com

2. What can I do for you?

While the “here’s who we are and what we do” approach is the most common way to utilize a billboard’s messaging, there is a downside to that tactic – it focuses solely on the company or organization and not on the audience they serve. As a variation to that approach, you can consider the “how may we help you?” method.

With the “how may we help you?” technique, the messaging focuses on the website’s audience, not the company that owns the website. Instead of being about that company, their products, or services, it instead looks to its users and illustrates about how that company can help them. The focus turns from “us” to “you”.

A few examples of the “how may we help you?” variation are below:

2-1-1 RI

This not-for-profit site run by the United Way does not use any imagery in its billboard. It instead turns to bold colors and large typography to display its message – “Find Help Now”. The billboard does not explain what the organization does (that content is below the billboard). Instead, the focus here is on the user and the action is all about getting them the help they need by answering two simple questions (what do you need and where do you need it) or by clicking on a popular category: http://www.211ri.org

RIHCA

This site uses animated photos alongside a large message to attract their audience’s attention and address their main need – “Do you need healthcare?” The call to action is a simple and obvious button to “Get Started”: http://www.rihca.org

3. Tell me more about yourself.

Similar to the “how may we help you?” method, the “tell us who you are” approach speaks directly to your audience, but it does so in such a way so that it can ask that audience a specific question about who that audience is. The best example of this is a website that requires visitors to self-segment themselves.

Most websites have more than one audience and oftentimes there is different content on your website that is intended for these specific audiences. Having visitors “choose their path” by self-segmenting early on is one way you can drive them to content that is relevant for them, without worrying that they will have to get through pages that may not be necessary for them to see.

A few examples of self-segmentation on websites are below:

Traveler Beer Company

Any beer or liquor company will present this “Are You 21+?” message on their opening page to require that visitors confirm that they are of drinking age before entering the site. This is a form of self-segmentation: http://travelerbeer.com

Cosmed Group

This company knows that their customers fall into one of two groups – those looking for the pasteurization services that they offer or those who want to buy the equipment to do it themselves. Therefore, they present these two paths (looking for services vs. looking for products) in their billboard so that visitors can self-segment based on their needs: http://cosmedgroup.com

4. Let’s get personal.

Taking self-segmentation a step further are sites that already know who you are. These are sites that you subscribe to or have a user account on. Based on your preference or previous activity on the site, the content that is displayed is deemed to be most relevant to your needs.

The most prominent example of this method is Amazon.com. Visit the Amazon homepage and, as long as you are logged in, the products that you see will be based on your previous browsing or purchase history.

Another good example would be eBay. That site will show you results from searches you have conducted in the past in an attempt to present you with new auction items that you would be interested in.

Many news sites work in this way as well. Content that is most relevant for you, based on your preferences or geographic location, will be presented to you up front to try to best tailor your site experience to you.

One note here is that in these examples, Amazon, eBay, and the typical news site, do not present this information in a true, billboard-style fashion - but the same principal of filtering content based on a users’ preference or past behaviors on the site could also be applied to a billboard area.

5. What’s new?

The final approach we will look at in this article is the “latest news and announcements” method. This approach ensures that your site’s billboard is continually updated with fresh content. It displays current promotions, latest news, or important announcements (and usually a link to read more about that content) instead of general marketing messages.
The value of this approach is in the aforementioned freshness it brings to your content and your display. The downside is that it requires you to be publishing that new content on a pretty regular basis and you need to make a commitment to doing so.

If your organization is already producing relevant press releases or running promotions, then this method may be a great fit for you.

A few examples of this method are below:

Fame Foundry

This approach is exactly what we do on our homepage. Each month, our latest articles are highlighted in our animated billboard.

Honey Dew Donuts

Current promotions and seasonal menu items are featured in this site’s animated billboard. Those messages align with other marketing the company is doing - including print, radio, and television, to ensure that the latest content is always presented front and center: http://honeydewdonuts.com

Marvel

Upcoming films, new comics, and other announcements are the focus of Marvel’s homepage billboard: http://marvel.com

Mix and match

These billboard techniques are not mutually exclusive – you can mix and match them as you see fit. For instance, you may highlight a current promotion or announcement in your billboard, but then allow it to animate to a second and third and fourth, etc. message that is more generic – like the “here’s who we are and what we do” approach.

With so much space on your homepage being given over to the billboard’s display and understanding that the use of striking images, large typography, and animated messages will undoubtedly draw the focus of your visitors, it is important to make sure that the approach you choose for your billboard is the right choice for your business. Consult with your web design and development team to determine which approach, or which combination of different approaches, will best fit your overall goals and needs.

Is Your Content Classic?

Epiphanies and pop music

Epiphanies – those magic Aha! moments that change our thinking – often occur at the most unexpected times.

I had an Aha! moment of my own recently as I sat in my favorite diner, eating nachos and reading a challenge from Fame Foundry's Tara Hornor to return to tried-and-true marketing tactics. As a writer, I was naturally prompted to think about that challenge in terms of how it pertains content development.

In today’s Information Age, the best way to build trust with and win over new customers is to go above and beyond in giving them value, and content is one of the most effective tools we have to deliver that value. Indeed, content is king, but in the push to fill every corner of the Web with our "thought leadership," videos, photos, posts and tweets, we've created such a vast cacophony of information that it’s simply impossible to take it all in. So – it begs the question – how can your singular voice rise above the din to be heard by your clients and prospects?

Suddenly, my thoughts were disrupted by heavenly tones descending from the speaker above my table and into my psyche. It was Roy Orbison singing "Only the Lonely."  In that moment, I had an epiphany.

More than 50 years after he recorded it, Orbison's pop-music masterpiece – his form of content – is still loved by masses. He and so many great artists like him poured themselves into a few dozen songs, a handful of which have become classics that continue to be discovered and adored by new audiences decades later.

What if the content we produce as marketers had that kind of staying power?

Here are six key strategies that can help you create classic content that resonates with readers and stands the test of time.

Keep calm and carry on.

There's a lot of pressure these days to produce content at breakneck speeds for an increasingly diverse array of mediums. If you cringe when a hot new social media network emerges because you dread having to master and manage yet another touchpoint, you are not alone.

So give yourself permission to hit pause on the content-o-mattic. Take a breather, set aside the “How much?” for a moment and reflect on the “How?”.

There's no denying the value of producing content. We're going to keep doing it. But let's think about how we can do it better. How we can make more of our content classic?

Know your stuff.

There's an old saying among writers: "The best writers are prolific readers."

The idea here is that consuming a steady diet of the thoughts and talents of others will inspire and enhance your own. Essentially, you're standing on the shoulders of others as you reach for even greater ideas and insights.

We can easily apply this principle to our marketing content. It's important to have a broad understanding of the greater conversations that are taking place in your industry as well as a keen awareness of the primary players and messages that are buzzing about your own market niche.

Keeping up with what others are saying is often a great source of inspiration for new perspectives that haven't yet been considered. Alternatively, you can also avoid rehashing subject matter that has been entirely overdone so that you don’t waste your time developing yawn-inducing content that seems unoriginal and redundant.

Balance timeliness with the timeless.

Providing commentary on current trends is a proven content strategy because it shows that you have a finger on the pulse of your market.

The problem with this type of hot-topic content is that it can have a short shelf-life. So to stretch the value of this content, find a way to tie trends to timeless principles. Demonstrate to your readers where these “of-the-moment” opportunities fit into the bigger picture. This kind of insight can still be valuable weeks, months or maybe even years after the market has moved on from the news that inspired it.

Call in the experts.

It takes time to get input from experts, but the payoff in credibility is huge.

Your company probably has a good many subject matter experts (SMEs) already on the payroll who can provide valuable insights for prospects and customers – and can do so from the perspective of your company.

Identify the SMEs in your company, and invite them to lunch to chat about the pieces you're working on that relate to their specialties, and if possible, give them credit as contributors.

And don’t forget to venture outside of your organization to seek the input of other resources, such as university professors, journalists or consultants. These individuals are usually happy to have an outlet to share their expertise and advice on the subject matter that they’re most passionate about.

Focus on substance and style.

Making your content classic is as much about style as it is substance. Roy Orbison built a hip, sophisticated look with his shades and suits that complemented his brand of smooth songwriting.

When it comes to your written content, following the basic principles of good writing will help your content resonate with the greatest number of people and for the longest period of time possible.

First, write well. If you don't have writing talent on staff, pay someone. If you have a decent writer, pay an editor to give you feedback and guard the voice of your brand.

Second, avoid hype, clichés and stereotypes. Don't simply squawk about your products and services. Making unsubstantiated, too-good-to-be-true claims is a sure-fire way to kill your credibility. And nothing says "lazy and unoriginal" like expressing concepts using the same examples and references as everyone else.

Speaking of which, illustrations and examples are important to helping your readers understand complex concepts, but don't use ones that may be irrelevant in six months. For example, a story that draws parallels to the philosophies of Martin Luther King will be relevant long after one that references whichever celebutante is making tabloid headlines today.

Third, don't use obscure references that the majority of your audience won't understand. The effect you create by doing so is very off-putting to readers, like being in the room when someone makes an inside joke and you don't get it. You feel out of the loop at best or left out intentionally at worst. The exception here is if you’re writing for a niche audience that you know will get the reference (for example, jokes about what Klingons eat in an article written for a Star Trek blog), as this can show your audience that you’re really one of them.

Finally, proofread. Sure the culture of the Web has made casual writing the norm, but punctuation errors, misspellings and poor word choice will diminish the perception of expertise and professionalism you want to convey. A tweet with a typo is no big deal, but a white paper riddled with misspelled words is quite a different matter. Never publish content that hasn't been proofread by someone else. Better yet, keep an editor on retainer for that purpose.

Be a Buffet.

Inevitably, when it comes to content marketing, there are demons to battle, such as writing to advance your SEO objectives at the expense of reader experience or producing "fluff" pieces that deliver little real value just to keep the insatiable content machine fed.

We can learn a valuable lesson here from the world of investment, where there's a lot of energy wasted on getting in early and growing by building buzz. However, this kind of Bernie Madoff behavior will eventually catch up with you and undermine your relationship with your readers.

Instead, you’ll always be better served by taking the Warren Buffet approach: focusing on the big picture, building on what you know and refusing to sacrifice long-term gains for a quick payoff.

So when you find yourself facing the temptation to take shortcuts or chase trends, remember which approach has been proven to be the most influential over the long term. After all, which of these men will be remembered as a fly-by-night shyster and which a luminary?