OK. I'm here. Now what?

 I came. I saw. I'm leaving.

Your website's bounce rate is the percentage of visitors who don't actually make it past your home page. Obviously, you don't want a high bounce rate. 

A tech-oriented company will have reasons for this and ways they’d address it, but we don’t think it’s strictly a tech issue. We see three possible reasons for a high bounce rate: 1) You're attracting the wrong people to the site. 2) Your home page isn’t very interesting. 3) A little of each.

Getting the right people. How are you attracting people to your website? Are you depending on SEO and a site heavy with keywords? Are you advertising? And if so, what are you saying about yourself? Is what you have to offer and what sets you apart clear? 

Sure, we're in the ad business, but it seems to us to be a fairly simple formula – minimize the “stumble-on” traffic with things like advertising or public relations that deliver a Brand message. Which would you rather have, a bunch of SEO visitors who may or may not be qualified, or fewer, but more qualified, prospects? Certainly (and we didn't make this part up, it's an actual Real Thing) branded searches yield more conversions than blind ones.

Your home page. This is a strategic and a creative challenge.

Take a hard look at your site. What – exactly – is there that will entice a visitor to keep going? Does that first page feature some sort of hero shot - perhaps happy people doing happy things or listening intently while someone points at a white board? Or a couple smiling at one another as they enjoy the amenities of a senior living community?

Or does it tell a visitor what distinguishes your company from your competition? Does it make it clear what you have to sell and what makes you special? 

Be honest. If you didn't work there, would you hang around your site very long? 

This is not to say you don’t open with a photo or a gallery. Just don’t get into the Lookalike Boat with so many other websites. Human beings are curious by nature, but we don’t necessarily want to read through your website just because you have one. So give us a reason to dig in. Be creative, intriguing and entertaining.

Think of your home page the same way you might think about those first few minutes on a blind date or in a singles bar.

You know, critical to whether or not things go any further. 

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Creativity is a Swiss Army Knife.

 

When you think of “creativity” in marketing, you probably think about ads, websites, commercials and logos.

The thing is, creativity — the defeat of habit by originality — can solve almost any problem and smart money doesn’t just use it for, well, for ads, websites, commercials and logos.  Actually, there are a number of other spots in the marketing loop where creativity and innovation can — and should — be applied.

Brand.
What is it about you that differentiates you from the hotel down the street? What can you say that most of your competition cannot?  Hint: It’s not your people, free parking, flexible meeting space, a sandy beach, or the lowest rates in town. Don't default to What's Expected. That's just a starting point. Read more about Brand here.

Target.
Ok, you know what sets you apart, now who cares? Who will that difference appeal to the most? Dig a little deeper, think about it sideways and throw out preconceptions and assumptions. You might find some hidden treasure. Another hint: It’s never just anybody with a bank account.

Message.
That is, what do you want to say? The more specific you are about your target, the better you will be able to craft a message that will appeal to them. Assuming you get your target’s attention (see below) what point do you want to make? And that point really should be built around benefits, not features.

Execution.
So you know what you want to say, now how to say it in a way that will demand attention? Avoid “me too” and lookalike messages and delivery executions. What gets you excited when you watch Super Bowl commercials? Wallpaper spots? Nobody really notices the wallpaper. Just be sure to avoid gratuitous creativity. You know, like the Liberty Emu.

Channels.
Maybe instead of relying on emails or social media posts for people who already know about you — or crowded channels packed with your competitors —  go elsewhere. For example, got a high-end resort? What other things are important to people who can afford a high-end resort and where are they exposed to them? Go there.

It’s not hard to see opportunities for creativity once you start to think about it. But a general rule of thumb could be to simply resist the usual. It’s a way of thinking.
Remember, creativity can solve almost any problem. It's not just about ads, websites, commercials and logos. 

Not by a long shot.
 

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