Apple’s new operating system for mobile devices, iOS 7, will be rolling out today.
There is lots of buzz about the new flat design, which is intriguing. But how will this affect your website’s content?
Spotlight on content
Content already has been the focus of a website’s lead generation efforts, but now it is going to have to shine more than ever.
There will be fewer design elements on a webpage viewed on a mobile device. Many apps have not only changed from the realistic-looking buttons and backgrounds to a flatter, more minimalistic look, but certain elements (like a URL address on Safari or the navigational bar) have shrunk.
What does this mean?
More room for content!
Your headline is going to get even more attention now.
So make it count.
Simplify your page’s mission
Some websites still have too much going on. Your visitor’s eyes can only look in so many directions before getting confused.
With iOS 7, we’re being challenged to not only pare down our design elements to what is necessary and useful, but we’ll be looking at our content through that same filter.
What is the ONE thing you want your reader to do after viewing your page?
Create the ONE call to action to get them to do it.
Have ONE purpose for your web page. It could be to instruct your visitor how to go about choosing your business as their vendor. Or it could be to get a visitor to sign up for your newsletter.
But whatever it is, we’re witnessing the trend of “less is more.”
Distill your marketing message to a beautiful, elegant and simple one, one that will take advantage of this new digital environment.
Navigation and the swipe function
Apple’s iOS 7 changes the way the navigation and swipe function operates.
Before, in the web browser Safari, the navigational bar was easily seen on the page. Now the URL will appear smaller and the user will have to scroll up to reach the navigational area. So if your site has complex navigation, it will somehow have to be simplified. I imagine there will be lots of web designers tweaking their responsive web templates for this development.
The swipe function will challenge some sites with the carousel feature. Before, you could swipe across a collection of images. Now the swipe will also send the user back a page or forward to a page already visited, and as a result, “wipe” away your carousel. Navigation will have to be accessed more through touch than a swipe.
What this means is that clear content will be needed more than ever to guide your website visitor through your site.
Having phrases such as “to learn more about our ABC product, go here” or “to discover if XYZ is right for you, read this” may go a long way toward clearing up any confusion.
Good copywriting has always been about telling your prospect exactly what you want them to do. An old adage says “a confused mind never buys.” This is why you only need to give your visitor three or four choices in order to move them through the buying process.
The new iOS 7 will be not just affect Apple consumers but everyone’s digital experience as we move toward more minimalistic designs.
In the process, I foresee copy that gets to the point quickly and having a singular call to action, playing an even more important role in content marketing.