Think Like A Composer To Boost Your Website Sales and Leads
Ever wonder why a particular song is so appealing? We can recall our favorites quite easily—wherever we are, whatever we’re doing. The lyrics and melody are always there, right beneath the surface, coming forward when we’re in a particular mood.
What if you could apply those same principles of great vocals, melody, rhythm and orchestration to elements of your company’s web design and content strategy? What if people thought of your brand, your product or service when they were “in the mood” to research and purchase?
5 tips for orchestrating your website and content like a great piece of music.
You can think about the successful integration of content, user interface design, and high search rank in the same way a composer orchestrates music.
1. Imagine your brand in terms of memorable lyrics
Great composers find a way to articulate ideas with a melody or lyric. Their own experience might inspire the story, but they’re able to tell it in a way that is universal. When it’s done well, we experience the connection articulated by the composer.
Like a great lyric, consider putting the benefits of your product or service in terms your audience can relate to. Instead of simply listing features or services, think about how they can solve a problem or address a need.
2. Keep the story simple, like a great melody
Some of the most popular songs in the world are made up of a very simple grouping of chords and melody. Having more notes doesn’t necessarily add depth or interest.
In terms of website user interface design and content, it’s more important to keep your message simple and to the point. Don’t try to say everything at one time. Attempting to convey too much information on a single page can quickly turn visitors off. If you are using a “single-page” website design, consider breaking up your message into smaller chunks as if they were different but related melodies.
3. Present content that fits with the buyer’s timing
In music, tempo is what determines the pace at which notes are played. Slower tempos can convey seriousness or a sense of calm. As the tempo gets faster, the feeling can change to lively, energetic or urgent. A great song may have several tempos.
With website content, a promotion or limited time offer may be better presented with a sense of urgency, while general information should be presented with a leisurely pace in mind. It’s important to offer different kinds of content for visitors who may be in different stages of the “buying” process. First time visitors to your site tend to research, and are looking for general information. Potential buyers who are further in the process may want pricing, or details about how your service works, and what kind of support you offer.
Sometimes we intentionally want to “break with timing” to call attention, such as a pop-up or slide message if we scroll past a certain point on a web page. As long as you’re thoughtful and use the technique sparingly, abrupt changes in timing can work to your advantage.
4. Present your design and content with an engaging rhythm in mind
In music, the unique combination of notes—whole, half, quarter, eighth, etc.—played within a certain time period create what we refer to as a “rhythm”. Rhythm is that pattern of sound we tap our fingers or foot to. Rhythms can be driving, graceful, marching, playful, or anywhere in between. Choosing the right rhythm for a particular piece of music and lyrics is critical to its success.
When it comes to website design, think about your web page layouts as having their own”rhythm”. This can be achieved by using color and design elements in a patterned way through columns and rows and animation effects. As with music, you’ll tend to find more than one type of rhythm in a compelling web design.
5. Orchestrate design and content to be compatible with your brand
One of the most important aspects of music is instrumentation. In a piece of music, the composer strives to carefully integrate specific brass, string, wind or percussion instruments through the movements of the composition that align with his goal of communicating a mood.
In web design, the careful selection and integration of photography or illustration and writing has the same effect as instrumentation. The decisions you make about visuals and text should get your point across, but also reflect your brand.
When starting on your website design and writing, give serious thought to how you will tell your story (lyrics), what kind of feeling you want to convey (melody, rhythm and tempo), and arrange the content in the pages that reflects your brand (orchestration).
Taking the time to plan and understand your audiences makes the difference in how engaging the site will be and result in converting more prospects into customers.
If you need assistance, consider hiring a professional graphic and web design firm. You can get some tips on what to look for in this blog post.
About the author: Tom Weinkle is a founder and partner of Vortex Communications, a graphic and website design firm who offers graphic and WordPress web design, build, troubleshooting and training services along with search optimization, social media and inbound marketing services. Based in Miami, Florida, Tom has over 25 years of experience in visual communications for the healthcare, medical, law, accounting, software, financial services and banking industries.