What kids can teach us about Web site content

Building a better Web site is not just about driving traffic to your site, but about convincing that traffic to slow down, stop in and ultimately make a purchase. To do that, you need compelling content on your site. And a childlike approach may be just the ticket.

Kids are all about the "why."
Your site may cover your products and services in great detail, but visitors aren’t going to buy into the value of your offerings with a "Because I said so" approach. A Web site that answers both the "what" and the "why" will generate better results.

Kids love a good story.
Getting a child to sit still isn’t easy; the same can be said for the prospects that visit your site. If you tell a compelling story, you are more likely to connect with and be remembered by your Web site visitors. According to an article in the Journal of Personality and Social Psychology, prosecutors who use a story format achieve a 78% conviction rate while those who do not use a story format have a 31% conviction rate.¹

Kids have a short attention span.
So do visitors to your Web site. They have a limited amount of time that can be spent surfing for the information, products or services they need. A Web site that provides content in a variety of interesting ways – stories, pictures, video, news feeds – along with updates to keep the information fresh and useful – will entice visitors to keep returning.