{"id":50531,"date":"2017-06-19T09:05:29","date_gmt":"2017-06-19T08:05:29","guid":{"rendered":"http:\/\/www.corporate-eye.com\/main\/?p=50531"},"modified":"2017-06-14T12:56:57","modified_gmt":"2017-06-14T11:56:57","slug":"emotional-energy-corporate-site","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/emotional-energy-corporate-site\/","title":{"rendered":"Emotional Energy and the Corporate Website"},"content":{"rendered":"<p><img decoding=\"async\" data-src=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2017\/06\/dog.jpg\" alt=\"dog - emotional energy metaphor\" width=\"580\" height=\"482\" class=\"aligncenter size-full wp-image-50532 lazyload\" data-srcset=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2017\/06\/dog.jpg 580w, https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2017\/06\/dog-150x125.jpg 150w, https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2017\/06\/dog-300x249.jpg 300w, https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2017\/06\/dog-100x83.jpg 100w\" data-sizes=\"(max-width: 580px) 100vw, 580px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 580px; --smush-placeholder-aspect-ratio: 580\/482;\" \/>We live with two dogs: <\/p>\n<ul>\n<li>an intelligent and patient collie\/lab cross, who can\u2019t resist carrot cake icing (yes, she ate my birthday cake)<\/li>\n<li>and a ditsy, hyperactive and very needy springer\/lab cross, who struggles with anything new or strange.<\/li>\n<\/ul>\n<p>Our springer cross has a metaphorical emotional sink into which the stresses of her day (people at the door, other dogs across a field, quadbikes passing in the lane, cows looking at her over the fence, the vacuum cleaner, etc) pour like water from a tap. <\/p>\n<p>Luckily, that sink has a (metaphorical) drain which can reduce the level of stress in the sink based on a variety of stress-relieving activities. The problem is that she starts the day with a sink that is already half-full, and a drain that is partially blocked, because she has some physical problems which can cause her pain. <\/p>\n<p>My task is to ensure that her emotional sink drains more quickly than the additional stress pours in. If the level of stress overflows the sink, we are in trouble: stress flooding all over the place, and she doesn\u2019t know how to handle it.<\/p>\n<h2>Why is emotional energy relevant to corporate comms?<\/h2>\n<p>Think about your website visitor: they arrive with a certain level in their sink\u2014perhaps they&#8217;ve had a stressful day at work; perhaps there&#8217;s a task that they don\u2019t really want to do; perhaps they&#8217;ve struggled to find the right URL for your site in their country; perhaps their mobile is almost out of charge.<\/p>\n<p>In their mind are certain tasks that they have to complete on your site. Maybe they&#8217;re looking for a contact number for recruiting, an image for a piece they&#8217;re writing, some detail about your finances or for your views on a particular industry hot topic.<\/p>\n<p>What barriers does your site put in their way? Every additional hurdle will increase the level of stress in the sink (and diminish their emotional energy). Consider:<\/p>\n<ul>\n<li>Problematic navigation (where on earth have they put it?)<\/li>\n<li>Form filling (why do you need my birthdate and address?)<\/li>\n<li>No contact number, only a generic contact form (how will I know it will get to the right person? Or even that the form worked at all?)<\/li>\n<li>The need to register to download an image (more form filling!)<\/li>\n<li>Inappropriate filters on news items or job listings so it is difficult to find the best match<\/li>\n<li>Information hidden in PDFs rather than on the page so the task becomes much bigger (why do I have to download everything to look for what I want?)<\/li>\n<li>Search that doesn\u2019t work effectively (I don\u2019t need all these irrelevant results)<\/li>\n<li>Design that doesn\u2019t work with the technology she\u2019s using (why is it so slow? Why must I scroll right to see everything? Why won\u2019t the menu work?)<\/li>\n<\/ul>\n<p>If the sink overflows, you may well lose that visitor. You may not be able to see the stress overflow&mdash;because they&#8217;re at their desk, not barking and lunging by your side&mdash;but it will have an effect on how they think of your company. <\/p>\n<p>And on how she will react next time she comes across your corporate brand.<\/p>\n<p>***<\/p>\n<p>For more on this, read  this interesting piece on <a href=\"https:\/\/darius.com\/increase-funnel-conversion-with-psych-7378d51c4caf\">increasing funnel conversion<\/a>. Darius is talking about making the sale, rather than about corporate comms, but the point is still relevant.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>We live with two dogs: an intelligent and patient collie\/lab cross, who can\u2019t resist carrot cake icing (yes, she ate my birthday cake) and a ditsy, hyperactive and very needy springer\/lab cross, who struggles with anything new or strange. Our springer cross has a metaphorical emotional sink into which the stresses of her day (people [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":50532,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[7539,9],"tags":[],"class_list":{"0":"post-50531","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-audience-connection","8":"category-best-practices","9":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Emotional Energy and the Corporate Website | Corporate Eye<\/title>\n<meta name=\"description\" content=\"Your website visitor arrives with a certain level of emotional energy, history and expectations of your brand and your site. Make the experience stressfree\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.corporate-eye.com\/main\/emotional-energy-corporate-site\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Emotional Energy and the Corporate Website | Corporate Eye\" \/>\n<meta property=\"og:description\" content=\"Your website visitor arrives with a certain level of emotional energy, history and expectations of your brand and your site. 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