Content is 80/20 - Digital Marketing on the Gold Coast and Central Coast

When we meet with prospective clients on the Gold Coast or Central Coast to discuss a new website designed to enhance their business marketing, our conversation revolves around the site's appearance, the use of videos, the ideal number of pages, and a myriad of other questions. However, the most critical inquiry is, "What message do we need to convey to potential customers through this website?" This boils down to the essential question of content, which is truly a million-dollar question.

This is often where the potential pitfalls of website design emerge. Why? Because, more often than not, clients tend to envision a site resembling Wikipedia, filled with endless text, rather than the effective digital marketing tool it should be for their business.

This is where the 80/20 rule becomes essential for curating the right content for your website. The premise is straightforward: 80% of visitors will skim through your content headings, while only 20% will delve into the details beneath. Therefore, the emphasis should be on crafting a compelling statement that entices potential customers to engage further. For instance, a hairdresser could assert, “We will give you Sensational Silky Hair Everyone Will Notice,” instead of drowning customers in lengthy explanations about pH balance and scientific details of the shampoo used in their salon. And remember that captivating statement? Make sure to conclude it with “Find Out More,” linking it to a click-to-call/contact button to effectively drive customer engagement. We’ll explore the topic of these "Action" buttons in next month’s blog.