Format Your Page to Sell--Web Page Layout is Important

According to Eye Tracker III studies, smaller type encourages focused viewing behavior (that is, reading words), while larger type promotes lighter scanning. And that for headlines -- especially longer ones -- it would appear that first couple of words need to be real attention-grabbers if you want to capture eyes. Readers eyes typically scan lower portions of page seeking something to grab their attention. Their eyes may fixate on an interesting headline or a stand-out word, but not on other content.

Short paragraphs are read more often then long ones. Studies show that short paragraphs get twice as many overall eye fixations as longer paragraphs. Long paragraph formatting discourages viewing.

A one-column format is more likely read than two or more columns. Surprisingly most readers look at text before photo's. However, they almost always at least briefly scan photo's when looking at a web page.

Geraldine Jensen is the owner of several ecommerce websites including http://www.webmastersprofitpak and http://www.site-webhosting.com. She is the publisher and editor of http;//www.familiesonlinemagazine.com, which was chosen as Hotsite by USA Today in due to it diverse opinions and good content. She was Webmaster for a nonprofit organization for 10 years. Her newest project is Today's Family Forum.

How do you put this persuasion technique in action and create a sense of urgency?

First, don't be so accessible. Make it difficult for people to get an appointment with you. What I mean is, don't say I can do it any day this week. Instead use a more persuasive technique by saying, I'm very busy this week,however, I might be able to squeeze you in. Give them a deadline. If people think they have unlimited time to make a decision about your product or service they will stall and procrastinate. Set a time limit for your offer and stick to it.

Be selective about who you work with. Set standards for type of client you are willing to work with. You will give people impression that you are busy and that you don't work with just any one. Some people will even go out of their way to conform to your standards to work with you. Use persuasive technique of "take away selling". What I mean is say something like, I'm not sure that our product is right for you. Or maybe our service isn't right match for your company. Remember, people want what they can't have. By taking it away from them they will search for reasons why they want it now.

Creating a sense of urgency in sales is a win - win for both you and client. For client it helps to move them to make a decision to buy something they wanted anyway. For you, it means more sales and sense of accomplishment for moving people to make a decision that will benefit them.