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The term “visual hierarchy” refers to the path a prospect’s eyes will follow when viewing your online or print materials. The first place a prospective customer typically looks when viewing a website is in the upper left-hand corner, which is why this is a common location for company logos. But where do prospects eyes travel from there? Are they looking where you want them to look?
Most people who visit your website will not read every single line of text or view every image. They will browse or skim for the content they are seeking. As a result, they may fail to notice certain aspects of each page. By having an effective visual hierarchy, you can ensure that each page’s most important information does not get skipped.
An effective visual hierarchy can also make your website’s calls to action more noticeable. When customers finish reading a bulleted list of all the benefits of your product or service, having some textual or graphical element direct thier eyes to the “buy now” button at the bottom of the screen can will ensure they are aware of the next step you would like them to take.
Visual hierarchies also play a role in search engine optimization (SEO.) Giving a web page a large title, smaller subtitle, and even smaller paragraph text helps search engines determine the topic of that page, and how relevant its paragraph text is to that topic. The more closely the paragraph relates to the title, the higher the page will rank.
Niche Marketing PR has access to sophisticated marketing analytics tools and research that allow us to determine where users are looking and clicking when visiting your website. Using this data in combination with our knowledge of effective visual hierarchies and layouts, we can redesign your website so that your prospective customers will have a better understanding of each page’s main topic.