Engagement Is The New Sticky

Someone recently asked me “How do I make my site sticky?” I have not heard the word sticky used in reference to a Web site for a long time. With a two-year old and five-year old at home the word sticky has taken on a whole new definition. But that is for another blog.  The word I like to use is “engaged”.

Wikipedia defines sticky as:

Sticky content refers to content published on a web site, which has the purpose of getting a user to return to that particular website or hold their attention and get them to spend longer periods of time at that site. Webmasters use this method to build up a community of returning visitors to a website.

So, my quick answer to this question?   To quote the immortal wisdom of Forrest Gump:   Content is as Content Does.....

Look at print - more specifically gossip and entertainment magazines. Why do people buy People, US and the National Enquirer? Because their covers are filled with provocative imagery and content. Their headlines are eye grabbing and they change every week. This is why they sell millions of copies – it is eye candy and it gets the reader engaged within seconds.

So, what does that have to do with a Web site? It’s the same thing. The way to keep people interested and wanting more is to offer them more. Keep your content fresh – update it.  Use exciting imagery. Tell a story in 3 to 5 words. Create calls to action.

It used to be that creating a sticky site was an exercise in reactive behavior. By this I mean, consumers would react to a piece of content and dedicate more time on the site. Now, it is a mixture of reactive and proactive behavior. While consumers still usually react to a piece of content, companies can now be more proactive through the use of social media tools and digital marketing to create more opportunities for consumers to get stuck.  Tweets, Facebook posts, Blogs are just a few.

In the end, it comes down to creating reasons for people to stay on your site. Remember to keep to your objectives and message – the more you do this the more you extend and strengthen your brand, which will strengthen your relationship with your visitors. Give them reasons to read and click. Give them calls-to-action that inspire them to get more involved.

A sticky site is a site not just about consumers spending time – it is about creating a place where consumers become engaged.