Dreamscape Solutions News Blog

As our customers know, we have a simple but effective strategy to creating great websites. One of the primary features of our philosophy is ‘Objective Orientation’.

Objective Orientation is our unique method for directing visitors to the goals of your online business and is a process we apply to our all of our web sites. If a websites content is not written with this in mind then the process of converting visitors into a sale, a lead or an enquiry quickly breaks down.

So what advice is there for writing effective online content? We believe the ago old theory of AIDA is the simplest and most effective way of enticing visitors to find out more or to make a purchase. AIDA stands for:

• Attention
• Information
• Desire
• Action
  

The theory is to grab the visitors attention and this stage is by far the most critical moment for websites. Humans use the internet like no other medium, often the user has very little time and uses the internet to make their life simpler. Therefore we estimate that a website has approximately five seconds to secure the visitors time.

Five seconds may not sound like a long time, but if you were to record your own browsing habits then you would find that that is probably the maximum time you give a website to prove that it and its content are what you are after.

Once the user feels that the site contains the products or services they are searching for the website must then provide an in brief overview of information that further secures their attention. This secondary stage goal is to reaffirm the connection to the user, convey the benefits and advantages and to arouse their demographic aspirations.

Third in the process is desire. Content used here should convince the user that they simply must have the product or service immediately. Installing a sense of urgency is also crucial here, the visitor must yearn for the product and have a feeling that if they pause or reconsider, the benefits and advantages of the product will not be available to them whilst others may still benefit.

Once the above three stages have been completed the last stage is to finish the conversion off and to provide the user with a ’Call to action’ or a method of them purchasing the product or service. Call to Actions are often links, enquiry forms, buy now buttons, telephone numbers or shop checkout links.