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There is a car dealership in Denver that is known for their outrageous TV commercials.
The Owner and Spokesperson for the dealership is an over-the-top character who screams into the camera about how fantastic their deals are and how you should ‘get on down’ to the dealership so you don’t miss out on their latest sale.
Most of the year, people just put up with the commercials or mute the TV when they come on but around the holidays every year, this dealership does something I think is absolutely brilliant.
They run TV commercials that are a beautiful picture of nature and the soothing sound of a babbling brook along with text that says “This 30 seconds of silence is our gift to you during this hectic time of year.”
Let me tell you, it got my attention EVERY SINGLE TIME and I loved it.
Because it was different.
It was unexpected.
It was thoughtful.
Why am I telling you this story? What does this have to do with your website?
Well, I look at a lot of websites on a daily basis and think they could learn a thing or two from this crazy car salesman.
One of the most common website content errors I see is that people and businesses provide WAY too much information.
Instead of briefly explaining what they offer to their potential customers, they write paragraph after paragraph addressing every possible objection or question they think someone might have.
Unless you are a medical or research website, this is not the best approach, in my opinion.
When I see paragraph after paragraph as I scroll down a webpage, I don’t read. I keep scrolling to see how far it goes. If it goes past two mouse or thumb swipes, I’m outta there.
I instantly think, “I don’t have time to read this now” even if I do.
It somehow seems like an affront to my schedule when someone expects me to read a book when I was hoping to find a flyer.
But I understand the temptation for the website owner as well.
It’s fun to talk about what you do, what excites you and how your products and services are changing people’s lives.
But, just as it would be presumptuous to dominate a conversation at a cocktail party with tales of your amazing work and incredible talents, it’s just as offensive on your website.
All you need to do is give them enough information to make the decision that they are interested in learning more.
Then, they can call you, send you an email, subscribe to your list or make an appointment to visit your office to get more details.
If you take this approach, your brevity will stand out among the massive amounts of information provided on other websites that people are exposed to on a daily basis.
And just like 30 seconds of silence during the chaos of the holidays, you will inspire someone to appreciate what you do and leave a positive enough impression that they reach out to learn more.