Write on websites XXI century

Versión en español, pulse aquí

Just a few weeks ago I spoke at web design in the twenty-first century what the neuromarketing, thanks to eye-tracking, could contribute to the design of corporate sites. Today I would like to continue on this topic. Start a series of posts to find out how neuromarketing can help the Internet world.

I dedicate this article to how to write text on websites. This is not a subject of neuromarketing, but its dominance is key to a successful website. I would like the series of posts that start to be useful, in addition to providing the latest offering neuromarketing. That's why I decided to speak on this subject. If we read in isolation, this post is out of the theme of the blog, but in conjunction with the above and those to come, I hope to provide clues for a new way of designing online. Also, my first professional steps were in this exciting world, bringing pleasant memories and earlier stages.

Not the same type a text on a corporate website in a blog, a social network or in a newspaper. Although in all those ways is to speak the same subject, the reader expects different information in each medium. In a website is expected to more technical or advertising text (depending on the company), but in a blog or social network is expected to writing based on experience. Also the way of writing is not the same.
If you dedicate a post to each medium on the Internet, the series is endless. As the purpose is not to mention the different forms of writing but what neuromarketing can provide web design business, I will focus on six key writing for corporate websites that I list and describe below:

- SHORT INTRODUCTIONS: When we at the computer all the information you want and more is in our hands at a distance of a click. Why waste time?. If we see something we do not care shut and go to another site. So you have to be clear and make introductions short. The introduction should serve to "hook" the reader and stay to see the rest of the text.

- USE SHORT PHRASES: This advice is related to the previous one. Very long sentences can get bored visitors. In other ways it is advisable to long sentences with detailed descriptions, but for other web. The shorter are the best phrases.

- USE BOLD AND HOLDERS: If the text is too long break it into parts and put a holder on each side. Use also bold to highlight the most important of each section. Thereby although the text may seem long, anyone can read it quickly in response to the headings and bold.

- EXPOSE CLEARLY THE BENEFITS: The corporate websites are intended to report the activity of the company and its products. Discuss each section the competitive advantages the company or the product bring to the market. This is what really matters to the page you have open.

- FAQ: If you wish further information or answer questions, not directly in the product or service description, make it complicated to read. Create a FAQ with common questions and answers. It is a way to give much information, easy to read and organized so that there is to read the entire text to resolve a concern.

- WRITE IN MIND THE TARGET: Do not write thinking of you, or how wonderful your product or service. Type planning to be useful for anyone to read. Identify the recipient of the text and type thinking on what it seeks.

I hope these six tips will be practical. Now that we know how you can help the eye-tracking in web design and some tips for writing practical texts for this, we can begin to analyze, in future posts, which can bring the neuromarketing to Internet world. 

Do you know more keys?, Share this post commenting.

Web designing in the XXI century

Versión en español, pulse aquí

In the XXI century is absolutely imprencisdible have an Internet presence. All companies are aware of this need. Not all, unfortunately, use the Internet as a good sales tool and direct communication with the customer. Almost all companies have web, but not all are a good tool. Like many companies have a presence on social networks, but not all know how to manage them properly.

Focus on the web, for after twenty years of its creation would be expected that the design had reached a reasonable maturity, but nothing is further from the truth. The web has evolved since its creation in 1989 so that any web today has nothing to do with the primitive. This has made us care more for implementing technological advances in designing websites for optimal sites.

Any web design company has creative, programmers, some marketing specialists .... But very few have studied the web as a communication tool to design pages according to how our eye sees and our brain interprets them.

When we talk about "web design", we talk about graphic design applied to the web, to implement the corporate identity in this environment, but we worry that this design takes account of how we see the same page?. The web follow the criteria of brand manual is essential, yes, but have you ever wondered why some pages get bored with a great design and make the user is not interested in the content?. The answer, in many cases, it has not been taken into account how to distribute information and to write the text to make it interesting to the user.

Neuromarketing, thanks to eye-tracking, will help you make sites whose objective generate interest in the user to stay on the web and do not click the close button feared.

The eye-tracking studies the movement of the eye when we surf, providing the necessary information on how the user reads the Web. The key to a good eye-tracking study, allowing us to design a site "friendly" to our potential customer, is that the sample of users over which has made the study is representative and that the site or sites patterns adapt to ours as possible. It's not like the behavior (or expectations) that a user on a website of a newspaper than a shop, although it bears some resemblance.

Given the large amount of websites with similar content offerings really good designs, designing a site thinking not only in the corporate image in the content and functionality but also in how to distribute the content items and design so that the user is comfortable reading, make the difference between one of a number or a place of success. If your website needs sponsorship to survive, neuromarketing will help visitied number and to determine how to distribute advertising for our sponsors have the best return in the least affect the "usability" of the site.