That’s when I flung these words into the discussion, “It’s
not what you say, it’s what people hear.”

“And see,” Brian piped up. “We’ve been building web
sites for a few years now and I can tell you that great photos are essential to
a good web site. Yes, the words are what the search engines eyeball but
graphics glue human eyes to the site.”

“He’s right,” said Gail and went on to point out, “In really
effective communications fewer words are better than a bunch and simple beats
overblown every time. And there are times when the visual beats them all.”

“I agree,” I said, “When the pictures are powerful and
emotional they override and can completely drown out the words particularly in
video. (video advice) What you have to go for is visuals that reinforce
what you are saying. That will multiply your effectiveness.”

“Yup,” Brian confirmed, “When we use video on a site we have
to be careful that it is on message. I’d like to have a nickel for every time a
client went into this long list of things they felt they just had to stuff into
their web site.

 “What do you mean?” I
asked.

“Well, I’ve had to push back on: including the family pet,
the staff singing carols, a walk through the garden and a complete step by step
review of the manufacturing process and even putting in part of a political
speech. You would not believe what some people want!”

Gail chuckled and suggested, “You should put a sign in your conference
room that says: Keep it simple, stupid!”

Spontaneous applause broke out from the three observers that
were helping us tidy up the meeting room.

I summarized, “What the visitor to a web site wants more
than anything is just to have you see it from their viewpoint. Their actions
speak louder than words or pictures. Here’s what the data tells us to do:

·        Keep it simple. Complex sites with poor
navigation get abandoned in seconds

·       Use words that connect. Small words. Simple
words. Words that touch the senses and emotions. Words that help the see what
you mean. Words that show them they can trust you.

·       Put a picture in it. Keep their interest.
Visualize how you can help them. Using video? Keep it short, direct and to the
point