April 8, 2021

How much information is TMI on your website?

With an almost infinite number of websites in the current age, making your own website stand out from all the rest can prove difficult. Some may think the solution is to fill up their websites with all kinds of content—just to make it feel more populated. However, this amount of unrelated content could end up overwhelming your audience, and make it difficult for search engines to rank up your website. Less is more, and no one enjoys an information overload. We’re here to help you understand what is too much, and what makes better keyword-targeted content. Let’s find a balance, shall we?

Structuring your website

Every day, companies’ websites are hit with thousands of visitors. In the race to attract and retain customers, many of these sites will try almost anything to stand out from the crowd and increase sales. They’ll make use of eye-catching website pop-ups, worth-it discount deals, subscription offers and other marketing strategies. Put simply, they will try to give a lot of information about themselves and their products in hopes of driving more and more sales.

With all that advertising and marketing going on, your audience can be tackled with too much information clutter. Many business owners are prone to this issue. A client or potential customer will be forced to look for other sites if they cannot quickly gather the information they need from your source, even if you offer a great service or a winning product. Information clutter is a real issue — your customers may have reached your website through effective SEO and social media marketing, but you may lose their attention quickly once they’re bombarded with redundant, unnecessary, and unappealing information.

There’s actually no problem with having a lot of information about your product or service. Your customers will appreciate a detailed description that leaves no questions asked. But to avoid information clutter, the best way to present your information is to categorize them—by main features, products, articles, forms, etc. In the digital world of websites, you can easily do so by creating and segmenting your web pages.

The types of web pages

To start off, a quick overview on some of the most popular websites will show you some of the must-have web pages, such as the homepage, about page, products and/or services page, and contact page. Others will have a blog page and even a portfolio page to show all their work and other gimmicks they want to add to their website. If you’re building a social media app, you may need a direct messaging widget; for DIY websites, you may need some sort of FAQ page. Of course, these must all be adjusted to the needs of your business. 

However, sometimes less could be more too. If, for example, you don’t have much to say on your contact page except for “this is where we work,” and “reach us through this number and email,” you can simply mention that short detail down over in your website’s footer. After all, it’s already become intuitive to millions of website visitors and users to check the bottom of the page for miscellaneous information. Find the best way to segment the information you have together in a cohesive and easily digestible manner.

Afterwards, you can maximize the navigation system of your site, and use it to chop up the information your audience will read into little bite-sized pieces so it’s easy for them to absorb. Note that at the core of website development is user experience, which means you should do whatever it takes to address their needs while engaging their attention. But your attempts to manage the attention span of your visitors doesn’t stop here. It’s time to talk about the actual content you put out.

Filtering your copy

How much information is too much information? You’ve probably heard the phrase “information is power.” Well, this only applies depending on how much you reveal about your products on your website. Too little may seem unprofessional, but too much will turn off many people. This can be a huge problem to make conversions and deter potential customers away. Every business is different, so it’s important for you to figure out what will be most helpful to your customers.

When you are running a business, you’ll always want to find simple and effective techniques that work. There are numerous methods out there, but one of the first things you would learn about copywriting is how to summarize your points in a way that builds the reader’s mindset towards your brand, and draws attention from the very beginning. Here are a few steps to get started:

  1. Start with an outline of things you want to say. Jot them down as soon as you think of them.
  2. Categorize these points into what’s most important, somewhat important and not important.
  3. Further segment these points into more specific categories. Clump together the ones that talk about the history of the product, another set for the features of the product, another for facts about the company, and so on, so forth.
  4. Rewrite and edit these points into coherent and engaging paragraphs or lists.

You may want to talk about your products on your About Page, because often your origin story and your products could be so intertwined. But in fact, there’s a whole product or services page in which you can do all that. This page can easily be added to the options in your navigation panel. There are so many ways you can switch up your website to categorize and segregate the kinds of information you want to include.

Take Helmi Studios for example. We have included a ton of information on our website, but we’ve divided them between the different web pages. Many of our products relate to branding which, for starters, can be a complex service that needs to be properly introduced to our target customers. We aid small business owners in visualizing and executing their brand, but there are so many details that go into providing such a service, that we can’t just list them all down in jargon that people won’t immediately understand. So, we carefully curate the words and tone of voice we use to explain how we can provide such services. We sometimes even use our blog articles to clarify any concerns that the customer may have. Our web pages chop up this information into subcategories and you can see for yourself!

When to cut, and when to stretch

Website copywriting is a strategy often overlooked. Short descriptions may sometimes need to be expounded, while lengthy ones might need to be made concise. We’re not saying you can’t write in complete sentences, but it’s good to make it easy for those who quickly want to understand what you do, and if you can help them. There are times when copy can be short and snappy: product names, page titles, contact information, and taglines. There are also times when stretching out copy is useful: SEO-focused blogs, products and services descriptions, and FAQs. Your About Page is especially unique for carrying out your best strategies, since this is where you formally provide information to those who want to know more about you and your business. 

Would your website visitors appreciate intricate narratives? Would they like to read your About Page story detailing your epiphanies and milestones leading up to your business inception? Or would they prefer something straightforward, without any beating around the bush? Would they like to see bulleted information about what you can do for them right off the bat? When you know what they want, you can be more confident about the information you share.

We’re letting you in on a secret. Take this blog, for example. It may not come as a surprise that there are other blogs like this, but you stumbled upon this one specifically—and that was no accident. We had a very precise strategy to capture your attention. We had to choose the appropriate words, reach the perfect length of the article, and divulge just the right amount of information, enough to help and inform, but keep you on your toes up to the end.

What’s next for you?

Now you see and appreciate the value and power of the information shared on websites. Just remember that there is no right or wrong copy, just percentages in efficacy. If you follow our simple tips on website structuring and copy filtering, you’ll be unstoppable! We know that there’s hundreds of technical steps to achieve the perfect website content, but we also know it can feel like it’s too much work. So we hope you find our advice useful, and hope you take it and do the same for your website and copy. Good luck!

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