Is This a Good Ad?

Simplicity can be effective.  Take a look at this run-of-the-mill newspaper ad: 

Energy Ad

What’s so special?

Within the first two lines is the “what” and immediately following is the offer.  Wow.  Up to a 40% reduction in energy expenses.  That number could be enlarged to stand out more, since it’s so powerful.

The copy flows nicely thereafter, allowing you to qualify the customer (residential or commercial) and laying out all contact information in one easy vertical sweep.  No fancy pictures or clip art, just good copy design all around. 

Four stars out of five on the grading scale in my book.

Eye Tracking – see the Census

Census Homepage Study

See this image of the homepage for the U.S. Census?

A usability study was performed for this page, and guess what 86% of users could NOT find on it?  The population of the United States.  That bolded, red, enlarged number in the top right.

Quite interesting.  To learn more, including the eye tracking heat graph that shows how visitors read the page, click here:

The lesson?  Where you place copy throughout your web site matters.  Visitors often scan, virtually ignoring the entire banner area, and then head straight for the middle or the sides to read the copy and latest information.