Unlimited Marketing Space On Your Website — Blessing or Curse?

Except for a very selected few websites that I’ve come across, the answer is — its a curse!

Talk to any physical products packaging expert and they will tell you they love the challenge of fitting a marketing message on a box which is sometimes less than 10 square inches.

What sets the good packaging guys apart?  You’d think it was design skills and communication skills.   Everything I’ve seen through working with a large number of companies tells me the top guys win the game before they start writing or designing anything.     I’m talking about TARGETING.

The top guys will tell you the only way to do packaging right is to target specific customer segments with your design and messaging.  Powerful packaging and marketing content is concise and focused and to the point.

So why is unlimited space on your website a curse?

We all have a lot to say about our products or services and all that space lets us be verbose and unfocused.   But the fact is a tiny box on one page of your website might be all the TIME you get from a key part of your website visitors.

So my point is: don’t get fooled by all that space on your website.   Define who you’re targeting and, in the fewest words possible, put across only the information that your target segments need.

Sure, creating new pages and extending pages is easy, but neither of those steps increases the amount of time a visitor gives you to get your value proposition (for them) across.   So think like you’ve got only a small cracker box to get your message across and you’ll find your visitors rewarding you with greater conversions.