Have you ever tried standing on a street corner and looking up – not at anything in particular? It won’t take long before all those around look up, too. Some will be coy about it while others will look up, look at you and then ask, “Hey, what are you looking at?” This is a directional cue. You are looking where you want people to look and by doing so getting them to take action.
This same concept works for your websites and landing pages. You only have moment to capture a visitor’s attention and then get them to do something. And, most people don’t read a web page like a book, starting top left and moving to the bottom. They can literally start anywhere and appreciate some sort of clue where to begin and where to go. Directional cues are a proven way to get people to take notice, but more importantly, get them to take action.
Think of directional cues as a visual guide to what you want your visitor to do. They can be obvious like an arrow or more subtle like a face looking a certain way. Generally, directional cues fall into one of three categories.
The most obvious and direct cue is using an arrow or line to direct the eye. We are conditioned to follow a line or arrow to see where it is pointing. Pikes Peak SEO uses Dave Ramsey to draw attention and then uses an arrow to draw that attention toward a form to fill out.
The eyes may be the windows to the soul, but on a web page they are a great directional cue. We relate to other people’s faces, especially the eyes. Using a photo of someone looking at a form can be a good way to direct attention to that form.
Just like in life, pointing or gesturing toward something is also a strong directional cue. Using photos of people pointing to key elements on a website is a strong way to direct attention to those parts of the web page.