Does your site “close the sale”?

There’s more to the story (Vol. 4)

framedIf you read as many online marketing blogs and follow as many web content experts as I do on Twitter, you already know that everyone is buzzing. It’s all about “engaging” readers rather than click-through rates these days. If they’re right, then websites that invite readers to explore must be sitting back smugly at the moment.

In my experience, the sites that do this really well — that create an online sense of “place” are few and far between. That’s probably for good reason. Readers who want to renew their driver’s license online aren’t looking for a sense of place. They want to complete a transaction and get back to re-runs of Arrested Development.

What we can learn

But sites that invest the time, money, and creativity into creating an experience of place have something to teach the rest of us. Everything about the Pine Ridge Sioux site is engaging. The images dazzle. The navigation is elegant. The text is brief and impactful. It’s harder to not engage with this site than to engage with it. Feast your eyes; enjoy. That’s the good news.

Unfortunately, site falls short on the actual engagement. Engagement being encouraging social sharing, measuring content ROI, and capturing leads on readers who might be drawn to the Sioux cause. How can visitors to the reservation share their experiences? How can readers see what pages attract other visitors? These problems might be solved with something as simple as Digg Digg. But after the content and design did so much heavy lifting, they’re left hanging waiting, wanting for a high five.

by Ed Carpenter — He’s a bad mutha … shut yer mouth.

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About Ed Carpenter

Content Creative | Brand Journalist | Photos | Maps | Videos

Posted on February 20, 2013, in Business, Interactive content, More to the story, Nonprofits, Reader engagement, Social media. Bookmark the permalink. Comments Off on Does your site “close the sale”?.

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