There’s nothing like a good solo road trip. I can listen to my own music, I travel at my own pace, it allows me to stop and explore—I can even get off-track or mildly lost, and not be any worse for the wasted time. Being an explorer by nature, the intrigue of different places and people will always guide my travels.
An open road trip is great for reaffirming observations, one of which is that the journey “there” always seems longer than the return home. True as well in the digital world, the task of developing a strong web presence always takes longer than that “one thing” which can cut short your visitor’s trip.
During my recent travels across the back roads of central Texas, I chose the scenic route. It wasn’t the quickest way or the straightest shot there, but the twists, turns and variations in landscape and scenery provided far more interest than the more direct and heavily traveled route.
Today’s digital map is filled with a variety of choices for establishing and maintaining a strong, effective web presence. It’s crucial to set your visitors on a specific course, with supporting road signs directing them to interesting places along the way. Visitors (on average) spend less than one minute on a website. The decision to stay or click off is made within the first 10-20 seconds, and on mobile devices, it’s even less. Five seconds. When it comes to your web presence, you’d better believe that every mile marker counts.
What’s the current condition of your website? Is it riddled with alternate routes, caution zones, pot holes or the occasional ghost town? Does your trip take visitors down a common route, with nothing new to engage their interest? Is the weary traveler fatigued by road signs pointing different directions, but ultimately delivering them to a dead end? Is it littered with unnecessary filler?
Consider the things that constitute the basics of a website: pages, content, contact forms, information, photos. Now, consider those things that give your business an impressive web presence: visual and verbal organization, clean, crisp, informative content, pages linking to one another—giving the site greater depth, and photos that support your copy, helping to define and illustrate what you do.
A strong web presence brings visitors to your business in droves. Just like the solo road trip, it gives your audience the chance to explore at their leisure, to learn about your business and investigate at their own pace, and to make decisions and assessments based upon what they learn about you. Your web travel should include a well-planned itinerary and should deliver them to their desired destination without unnecessarily exiting the intended route.
Looking down the road, you’ll see that with proper packing, planning and some sound travel guidance, miles and miles of open business lie ahead.
Now, get going!! Don’t forget to check your tires—and happy trails, y’all.
*SUPPOSABLY IRREGARDLESS crafts the content that helps establish a strong and effective web presence for your business. We’re available to discuss your business goals and put them into words that engage interest and produce results.