Why are you turning off your customer before you turn them on?
Why would you want a website that doesn’t speak to what your customers want?
When you land on a company website that has an ad pop up on the landing page, you’re often given the option to “Skip this Screen.” I’m particularly grateful for it. I usually click on it because I don’t need to be sold to–not that way. Providing us this option seems to mean that we could possibly be offended by the ad, so why is it there? You’re turning me off before I was ever turned on.
Assuming the objective of your website is for use as a marketing tool, why are you making it obvious that you don’t even know what I want?
You want your reader to buy from you. That’s what good marketing content does.
The key to good marketing communications is to talk about what’s in it for your potential customer. So, wouldn’t the better strategy be to allow the content on your site to drive the reader by outlining the value of your company as it applies to them? Your job is to offer something they want, a solution to their pain, or to at least give the impression you know them.
Maybe your ad can nail it. If it doesn’t, you’re at a high risk of turning off someone that could have purchased from you.
You want to lead your reader to buy, or at least grasp what you’re offering, depending on your objective. That’s what good content does. As a potential customer navigates your site, the content should drive them to discover more ways in which you can help them or understand them.
You can lose a potential customer in a matter of seconds.
Within any marketing tool, customers need stroking. They crave information that’s applicable to them and on a website, it needs to be really easy for them to get that information. The minute they land on your site, you have seconds, moments really for them to have a reason to keep perusing, especially if they don’t know who you are yet.
Asking them to skip the first screen is like directing them to ignore you from the very beginning because you’re not sure what they wanted in the first place.