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Engage Your Website's Visitors In Serious Conversation

Engage Your Website's Visitors In Serious Conversation

This article may deviate from the typical fare of what you'd expect to see in a piece about webmastering. This is because, in my opinion, it is an aspect of the web that is often overlooked. Communication, in a nutshell However, when I say "communicate," I don't only mean verbal or written exchanges. Learn more here


The Meaning of Communication

The basic definition of communication is the complete replication of one thought or concept at the receiving end. This final point is frequently overlooked. So, in a completely unidirectional exchange, Fred says, "I have an idea for a widget," and that's all. He fires that concept at Ted from far out. Ted receives and comprehends the message, and he has an exact replica on his end of the concept that Fred had in mind regarding that widget. If Ted were to recognize Fred for his communication in this fashion and send the recognition across space to Fred, Fred would receive the acknowledgement and completely duplicate and comprehend the acknowledgement, completing the cycle of two-way communication. Fred would then express gratitude to Ted for the recognition.

So, what we have here is a two-way conversation in which each participant fully understands the other's points of view and is confident that their message has been received.
In what way is this relevant?

It's a valid query. The aforementioned communication model is universally applicable. Business, family life, and social interactions. But websites are our bread and butter. Simply put, a website is a means of communication. You could be wasting your time posting to your site's message boards and contacting your consumers if you're not following this communication strategy. Again, I stress the importance of this receipt. When I say "emailing a customer," I'm not asking if the message was successfully delivered to the recipient's inbox. No, I mean if they were able to accurately reproduce your message and grasp its essential meaning.

Have you ever written an article that you understood well but no one else did? Have you ever prepared sales copy that failed to bring in any customers? Have you ever worked with a client who, despite your best efforts, simply refused to "get it"? Your method of communication is flawed if anything like this is no longer possible. They just aren't catching what you're seeing, for whatever reason.
What does this mean?

Proper communication is much simpler to observe in person than it is online. First, you can tell right away if someone is comprehending what you’re saying when they’re standing directly in front of you. If someone is having trouble reading your content online, they will likely just click away, and you will never know. In fact, if the connection is off in any way, the visitor will likely leave the website. And the very nature of the medium guarantees that you won't.

But how can you ensure that your website adheres to the correct communication format? Take a look at that:

First, a glossary of terms. The words themselves are an integral aspect of the language. But if the other person doesn't know what you're saying, then the language is useless. In truth, it is human nature to forget what you read and then separate yourself from the text if you don't grasp it. In the end, they'll just get up and leave. It's in your best interest, then, to utilize language that your readers can comprehend. Avoid using pompous language only to sound smarter than you are. If your site deals with technical subjects, try to explain them in terms that non-experts can understand. Finally, I believe a glossary is an essential component of any educational website. Keep a dictionary of phrases that are often misinterpreted, and when you use them in your writing, provide a link to the definition. To have the definition appear when the mouse is hovered over, you may use ALT tags or DIV layers. However you decide to use it, it is in your best interest to ensure that your writing is understood by the reader. And the first step is to speak their language.

2. Thank those who stop by. As we've established, acknowledgment is essential to the success of any conversation. Respond to emails from site visitors by replying to them. Your visitor may grow irritated if they feel they are being ignored. I don't mean to make your guest sound like a brat, but that is the case. People are more likely to remember a website if they have a positive interaction with it. They'll feel more in harmony with the site's creators and have a stronger preference for it overall. In a healthy way, yes. But if you don't acknowledge their communications with a reply, it's as if you never received them. As a result, they will ignore you. Take the necessary steps to ensure that emails sent to your site are answered. Establish an automatic response to acknowledge receipt of their communication. However, you should at least try to respond to their message.

When it's necessary, demand recognition. It's not uncommon for a customer to start a purchase but then back out. A subscriber to your email list, for instance, can forget to confirm their subscription after signing up. Now we know what to say to each other. They ignored the confirmation email and never responded. Perhaps it was lost in transit. Perhaps they lost track. Whatever the case may be, please restate your query. If someone doesn't respond to your question the first time, you have to keep asking it until you get an answer, just like in real life. Until they verify their subscription, you can, in our case, send them a series of reminders (through cron). You can ignore them after a few failed attempts.
Use communication design. 

Your website's aesthetic should work in tandem with the message it's meant to convey. A website's design might be detrimental to its message if it's poorly executed. It would be like attempting to have a conversation while a jet engine was roaring overhead. In this scenario, your speech may be perfect, but you'll also need to control your surroundings to ensure that your message gets received. Turn off the jet engine or find another way to get your point across. The medium that you're using is your website, because it's online. Even if your material is clear and concise, it won't register with your reader if they have to struggle through the site to get where they need to go. For now, just make sure to focus on (1) cross-browser compatibility, (2) having your core message jump out at the user as soon as they get on your homepage, and (3) having a working layout. Second, don't make the page so cluttered that the user can't find anything of interest.

Fifth, be receptive to the words of others. The ability to share ideas and information is vital to survival. It's the fuel that keeps the machine running. Because people enjoy exchanging ideas and opinions, websites that feature interactive aspects tend to attract and retain visitors. Create a discussion board, a quiz, or anything else that will get your visitors involved and commenting. Your website does not have to be a monologue. In fact, a popular website will actively encourage its visitors to return.

6. Relate to their actual situation. This deserves its own article, but for the sake of brevity, I'll just mention it here. Despite this, it's important to remember that everyone has their own perspective. And everyone is certain that their perspective is the correct one. They are confident in their own rightness. Your message won't get through if you base it on assumptions that aren't part of their world. The other person must be open to hearing what you have to say. Trying to convince a member of PETA of the health benefits of meat is a good illustration of this point. Therefore, in any circumstance, you must ascertain the reality of your intended audience and adapt your speech accordingly. This is where soliciting comments from site visitors comes in. Maintain a log of comments to determine their actual situation. 

Conduct questionnaires. Learn about their background so you can relate to them. If you follow the correct communication protocol and do this, they will look to you as an expert in your subject. Consider Oprah. She has an incredible fortune, one that most people simply cannot fathom. However, Oprah is accessible to anyone interested. And she sets herself up in a way that makes others feel like they can relate to her. There is no pretense from her end. Many people perceive her as genuine. In her words, they hear the truth. As a result, she has achieved remarkable success.
Finish Up

I have briefly discussed several topics in this essay that I will be able to further discuss at a later time. And I expect to do so. Well, at least this will get you rolling. Evaluate the quality of the interaction between your website and its visitors. Any website that hopes to succeed cannot exist in isolation on the web. It must convey its message clearly and loudly. It must function as a six-lane highway for both northbound and southbound traffic. Do this, and you'll have a functional website.

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