Minimize Distraction for Internet Marketing Success
June 23, 2007On a mortgage marketing website, the ultimate goal is to lead your visitors down a certain pre-defined path. You cannot always control where people will go, but you can certainly offer your preferred path and make it very easy for people to follow.
But if you burden your web pages with too much of everything, you divide your readers’ attention, which increases the likelihood they will leave your site altogether.
I see this a lot on the home pages of real estate marketing websites, and to a certain extent on mortgage websites as well. Often, agents will participate in real estate link exchange programs that require them to put logos with outbound links onto their home pages. When taken to the extreme, this dilutes the agent’s brand and invites unnecessary distraction.
This also gives visitors plenty of things to click on that will take them away from your website. Is that the best strategy for a home page? That’s why distraction is the enemy of online mortgage marketing.
Visit your home page and ask yourself, what is the most desirable action you want people to take? What is the second most desirable action? From a visual standpoint, does the placement and prominence of these two paths support their importance? Or do they battle for attention with a dozen or more distractions?
Recommended Reading:
Category: Marketing Online

