Hoping you read my recent post, Action on Your Home Page, I decided to do a two part continuation of it. The company that owns Terminix, Service Master, owns several companies, and they use similar formats for some of their other sites. They appear to be very effective, at least on the home page, so I decided to dig a little deeper into their content to see how well they have really designed these sites.
Digging into another site of theirs, TruGreen, I decided to pick a page that I might be interested in, lawn care. I am a home owner, I like to maintain a nice lawn, what is this page designed to do for/to me? They are using the power of three, and they want you to get a free analysis.
The Power of Three
I believe I have said this before, but the power of three can be found in many things. In the world of sales, getting someone to say yes three times is considered a very effective way to getting someone to make a purchase. What you are doing there, is simply getting them to agree with you, over, and over. This page is using the power of three in a different way though. They are using it repetitively, but it works very much in the same way. They are still trying to get you to agree with them, but they are giving you reasons to agree because they assume you will not want to. They try to remove fear, increase need, and similar to the home page on Terminix’s site, a sale incentive to increase the desire with each placement. Does three maybe’s equal a yes? Maybe. On this page the purpose is clear. It’s to get a visitor to sign up for free analysis.
Another, extremely valuable consideration when developing a page for your site is content emphasis. I previously wrote about this subject found here: Site Emphasis. Looking at another one of TruGreen pages, emphasis or purpose of the page is without distraction. This page is about getting a job at TruGreen. Many webmasters or site owners would almost always take advantage of this page by still promoting their products or services. TruGreen did not do this though. They stuck to the page purpose, which was about job opportunities. They do not waste the visitors time with ads, or distractions. Why bother decreasing a page emphasis with multiple visitor goals? This is the internet, it’s not like the page costs more to have up online. They stick to the primary objective, and that is the way every page should be on any site. Great Job!
Sunday I will be making another post about a third company owned by Service Master that uses an entirely different format for their site, but still makes every page just as valuable.