You’ve probably heard that 90% of what you say is nonverbal. Of that 90%, about 50% is body language, 40% tone of voice. The same thing goes for content you publish on your website. The difference is that in writing, you can control the words and the tone – but body language is unaccounted for.
Or is it? In a content offer like an eBook, the design becomes the body language. If the content is amazing but presented sloppily, you’ll have less credibility.
Here are 3 tips for making professionally designed content offers.
Often, you put time and effort into creating a logo with colors to represent your brand, but with content offers, color becomes an afterthought. Luckily, it’s a safe bet to use your logo colors in your content offers; it makes design easier and improves brand consistency.
If you create content offers using colors that don’t match your brand, limit yourself to three or fewer colors. More than that will distract people; they won’t know what to expect on the next page and things look random. A clean, consistent look is the most important thing for a professional design.
White space is a designer’s best friend for content offers – it’s the unwritten roadmap to any document. Take care to use just the right amount of white space. Too little and the words look jumbled together, leaving the reader confused about where to go next; too much and it seems like there’s nothing valuable on the page. The perfect amount of white space creates something that allows the reader to rest their eyes while traveling down the page.
Don’t underestimate image selection! Every brand has an image style, and it’s important to stay consistent throughout the content offer. It sounds simple – go to a stock photo website, type in generic industry keywords, pick an image on the first page – but it’s not. The imagery shouldn’t be an afterthought, it should add to the story being told through the content. The imagery should support the content and look like it belongs. Imagine if Dr. Seuss’s Cat in the Hat used generic cat imagery instead of the iconic imagery almost everyone recognizes. The story wouldn’t mean as much to people, and it probably wouldn’t have become famous (even though the content is still amazing). The same thing goes for all your content offers.
Every piece of content you offer is an opportunity to teach people about your brand and gain new customers, so everything about the first impression must reflect how your brand works. If the content is perfect but the design is sloppy and unprofessional, that’s what people will remember about you.
If you’re having trouble creating valuable content offers, shoot us an email at firstname.lastname@example.org – we can help!