The average person performs more than 30 searches per day on Google. They also log more than seven hours a month interacting with branded content on Twitter and Facebook. And it’s not just reading: the average person also watches more than 180 videos per month on sites like YouTube and Vimeo. All of these statistics add up to a very educated consumer.

Knowledge is everywhere online, in all forms, and your typical Internet user has a voracious appetite to learn. But from an online marketer’s perspective, this consumer is also click-happy and easily distracted. He employs the following tactics to ensure they click and stick to his website with purpose.

Own your next click

Your visitors will click, but it’s up to you to make sure the link is productive for your business. In addition to your main navigation links, make sure links to other web properties you own are prominently displayed on your home page. Have call-to-action buttons and other offers at the top of the page so they are as front and center as possible. And whenever you can, show that your clicks are worth it. Visitors will never know your blog is informative and cutting-edge unless they get there, so if your normal position is in your main navigation, experiment with placing a larger, zoomed-in link image in the margin, or even a module that displays titles. . of recent publications. Also, make sure your company’s social media accounts are front and center. A click on your Facebook page or recent Tweets isn’t a loss, but a click on the back button is.

Get smart with flash and graphics

Image sliders look great on homepages and give businesses the opportunity to put multiple messages across the heart of their websites. But if you have a scrolling mechanism that displays six images for five seconds each, what happens if your visitor only stays for 20 seconds? They will not see the fifth and sixth images in their sequence. What if those links direct visitors to your biggest moneymakers, like your demo request page or free consultation landing pages? Low visibility will dictate a poor return. Many companies like to lead with brand messaging in these spaces, but avoid it. Prioritize your best offers and show them first.

Position yourself with simple language

People spend seconds, not minutes, on your site, so be as clear and concise as possible with the language you use. Avoid filling your “Products” or “Services” drop-down lists with brand names, because people don’t know the names of what they’re looking for yet. Instead, use adjective-rich phrases to explain what those products are and insert them into your trademark on the product page. And when people click through to those pages, don’t bury critical facts about your products and services under a mountain of text. Think like your customer. Ask yourself what you would like to know and use that answer to craft a strong thesis statement for the first paragraph of each page.

I hope this has been helpful.