How to make your homepage responsive to short attention spans

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Building a business usually means catering to a specific demographic and coming up with new products and marketing angles to directly appeal to them. But there is one audience segment that all modern business owners need to consider when building a website: users with short attention spans.

The evidence is mixed on whether or not attention spans shorten over time due to technological interactions. But the human attention span has never been this long or impressive to begin with.

If you want your messages to be more effective, or if you want users to engage with your website, you need to think of ways to make your content low attention friendly.

How do you do it?

Create an amazing home page

If someone with a short attention span visits your website, there is no guarantee that they will spend a lot of time exploring your internal pages. They will probably never get past the home page. The home page is the only page some of your users will see, so it should be your top priority. Proactively load your home page with all the most important content you want new users to see; you can still direct users to internal pages, but you won’t rely solely on this progression.

Related: How To Be Seen As An Expert On Anything

If your business is right for it, you can even create a unique one-page layout for your site. Creating and managing a single page can save you time and money while ensuring that all of your users get only the content that is most relevant to them. However, this approach is not suitable for all websites, especially if you plan to develop a blog or offer many different products or services.

Put your best content in the top half of the page

Likewise, it’s a good idea to put your best content in the top half of the page. In the context of newspaper printing, “above the fold” was a literal term, prompting publishers to put some of their best content front and center. With users who have short attention spans, there is no guarantee that users will constantly scroll or browse different pages. Consequently, you should keep your best content and most attractive offers at the top of every page.

keep everything concise

Do not waste your time. Keep all content on your website as concise as possible:

  • Headlines. Your headlines should have as few words as possible and convey as much meaning as possible in the smallest space possible. If your headlines are too long or complicated, you will lose audience.
  • Body content. Your body content should also be concise and properly spaced. Consider writing in short sentences, forming short paragraphs, with line breaks between each line. It will make your content much more engaging for short attention span users and at the same time make your content more readable.
  • Videos. Any videos you have should be no longer than a few minutes, 10 minutes max.

Use frequent but short calls to action

Calls-to-action (CTAs) drive revenue for your site, so they happen to be one of the most important elements of your long-term success. If you want these prompts to be effective for people with short attention spans, you should include them as often as possible without resorting to spam. Compensate for this by keeping your directions short and to the point. For example, a one-sentence callout could be effective if it includes one sentence at the beginning, one in the middle, and one at the end of its main content.

Never ask too much of your users

There are many subtle ways to increase your conversion rate, but one of the most important tactics for people with short attention spans is to avoid pushing yourself too hard. People are easily willing to abandon their shopping carts or abandon a form if the interaction is going to ask for too much information. Keep your forms, carts, and other processes short and simple.

Measure user behavior (and learn from it)

Finally, take the time to measure user behavior on your site and try to learn from it. Are there any pages on your website that have a particularly high bounce rate? Probably won’t grab immediate attention. Is there a low dwell time for one of your internal pages? It could be a problem with your presentation of the content. Which pages on your site are successful, and what can you learn from those pages? It’s important to keep making small improvements to your site as you collect more data.

Related: What is a money page and how do you optimize one?

Having users with minimal attention spans is not a bad thing. It can work in your favor if you know how to serve those users properly. Think carefully about your design, your writing, and your engagement rates to maximize the value you get from this strategy.

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