When we’ve built websites, we look for the function to follow the form. You want to make things so easy to use, that aliens could use it, seriously. Simply put, if you had a chair or a fork and an alien came down from space and looked at one of those two objects, they would have a pretty good idea what you’re supposed to do with it, right? A chair, you sit down. A fork, you know, you probably stab something with it and maybe put it in your mouth.
The best example I can give you in a more complicated world is Apple’s iPad. The intuitiveness is baked into the device. The fact that there’s one single button that works everything means anyone can pick it up and with no instruction manual, just start using it, and that’s the beauty of it.
That’s how your website has to be, your website has to have a natural flow to it that moves people around on the page and through the site to get them from point A, wherever that happens to be, to point B, which is your “contact us” page.
Anything that takes away from that experience needs to be removed. Things like links to reports and links to your article in some home and garden magazine, that doesn’t help. You think that helps you sell them? No. You hand that to them when you’re sitting across the table.
Having a framework that answers obvious questions, or questions they don’t even think to ask are what gets them to pick up the phone.
When you create resistance, when you create friction by adding too much stuff to your site, people get confused and they click away or they get distracted and they wind up on Facebook, never to see your site again.
So always remember, if it doesn’t help in the sales process, remove it from the page. The object of your website isn’t to sell them on a new kitchen, it’s to sell them on picking up the phone and calling you or selling them on the idea of sending you an email. That’s it.
So let your website do its job, let your social media do its job, let your blog posts do their job and help convince people that you’re the right company to call. Get everything else out of the way and don’t interfere with the natural process your site should be delivering on; the phone call.