Entrepreneurs and business owners are usually visionaries. They are constantly thinking about the big picture and how new innovations to their product or service could disrupt their industry and improve the way business is done.
Sometimes, this creative and visionary mindset is reflected in a company’s website through pages that are overflowing with information about a brand’s vision, products, features, and upgrades.
However, the most successful company websites keep content and design relatively simple. An acronym we use internally with the ATX The Brand team is “K.I.S.S.,” or “Keep It Simple, Stupid.” When it comes to your website, mobile app or digital product, you always want to K.I.S.S. it.
At the most basic level, your product or service presents a creative solution to a common problem. But offering a solution means asking people to change or do something differently than they have in the past. From a psychological perspective, people don’t always respond to that well. Familiarity bias theory says that humans gravitate toward choices that are familiar, even if there are more convenient or better options available.
Any time you introduce a new way of doing things it will take your target audience some time to warm up to the idea. It will take catering and hand-holding to help users adjust to your platform and processes.
This is why a simple website with a straightforward message and a clear user journey and call-to-action will be most effective for engaging and converting new customers.
New customers won’t be interested in your product or service features or accolades until they are convinced that your company can understand and solve their problem. In fact, if they don’t have the sense of a product fit within the first few seconds of browsing your website, they will likely navigate away.
Your company website, particularly the homepage or main landing pages, is your best salesperson. If the salesperson’s appearance or personality turns off a potential customer, no amount of descriptive language about the product will convince them to buy.