With print media, the viewer has committed to picking up the piece to read it.  On the web, the viewer can move from page to page or even towards or away from your site almost instantly.  You need to be able to get the information across clearly and concisely.  It must be very simple and clear to see who you are, what you do, and the difference between you and your competitors.

In standard print media, the viewer is accustomed to viewing in structured panels or pages to turn.  With web, you have many more options in how the content is displayed.  The key is to assure the information presents itself with clarity.  Too many times visitors to a site are overwhelmed with a bevy of information with little structure.  There needs to be a visual hierarchy of content, each level feeding the next so the viewer can read some or all and get the big picture. Also, instead of having one long continuous page of content, try breaking it up into subpages with a specific focus on each page.  In a way, you’re spoon-feeding the reader bits of information as they use your site.

The key is: less is more.

Author Information

Andy Halko is the CEO of Insivia is a Strategic Growth Consultancy helping companies scale through our Breakthrough Growth Program and Agile Marketing solutions.