The power of making things easy.

 

If you want to truly tap into the power of online media, “make it easy”.

 

What do I mean by that? A few different things.

 

First of all, the web is an ideal medium for making things easy.

 

The web makes it easy to buy a book, easy to book a flight, easy to share stuff with your friends, and so on.

 

Great online business models succeed by make something easy

 

Online businesses can achieve explosive growth simply by making a particular service or function easy.

- Hotmail, back in the day, made it easy for people to have and use their own email account.

 

- AOL made it easy to get online for the first time.

 

- eBay makes it easy to sell stuff.

 

- YouTube makes it easy to upload and share videos.

All of these companies grew like crazy, simply because they made a popular task easy to do.

 

Web pages convert better when you make it easy

 

The same principle applies to your web pages. Google astonished everyone with their home page when it first appeared. It was clean and easy to use.

 

You’ve doubtless come across several sites where you took an action almost immediately, simply because they made it so easy.

 

More people will sign up for your newsletter if you make it easy. (In other words, ask for the minimum amount of information you need.)

 

More people will respond to your offer pages if you make it easy. (Cut out too many choices. Offer just one, simple option.)

 

Online copy works better when it’s easy to read

 

Now we come to the written copy on your web pages.

 

Once again, make it easy.

 

Far too often the copy on a home page, landing page or sales page is overly complicated. There is too much distracting information included.

 

Words are too long.

 

Sentences are too long.

 

Paragraphs are too long.

 

The total length of the copy is too long.

 

In other words, it’s not easy for visitors to quickly and simple absorb the core value being offered.

 

Why is copy so often long and complicated?

 

Because the copywriter is being lazy and not thinking hard enough before he or she begins to write.

 

To make your message easy to understand, you have to have a crystal clear picture of the core value proposition in your mind.

 

In other words, you should be spending more time thinking about WHAT to say, and less time worrying about HOW to say it.

 

Once you get clarity on WHAT to say, it’s not so hard to write the copy simply...and make it easy for your readers to understand your core message and take action.

 

Concluding thoughts...

 

This is a short article about a huge topic.

 

At every level of business online, huge improvements can be made by making something easier to do that it was before.

This applies at the level of your business model...and at the level of the words and images you use on each page.

 

It’s worth taking a little time looking at the key pages on your site and asking the question, “What could we do to make this easier for our visitors?”

 

 

 

Resource Reviews:

 

Get a copy of my Conversion Rate Checklist Report on Optimizing your Home Page

 

This 16-page Conversion Rate Checklist Report covers 7 points to address when writing an effective home page. If you apply all 7 points you should see a significant lift in conversions from your home page to your second level and sales pages. These are the points I use myself when writing and optimizing home pages for my clients.

 

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A remarkable program for anyone who is serious about building a self-publishing business. If you just want to write a flash-in-the-pan ebook, this isn't for you.

 

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