Marketing is likely to be ignored on a pathway page

Short descriptions may help people choose well, but pathway pages are not the time for lengthy marketing messages. You market best when you help your site visitors have successful experiences. Most web users don't want to stop to read even your friendly, welcoming messages while they are still hunting for the page they need.

Consider the pathway page in Figure 4-4. It tells home buyers and homeowners all about the various types of information and help they can get from FannieMae.com.

Horn*

Media Initiative*

Issues ft Commentary

Homepath

Why not just call the page "For Home Buyers and Homeowners"?

Horn*

Fannie Mae News

Media Initiative*

Issues ft Commentary

About US

About Fannie M« Corporate Governance Investor Relation» Diversity ft Inclusion

Homepath

For Business Partners

Affordable Housing ft

Community Development

Single-Family

Mulbfamity

Tools ft Resources

Debt Securities

Mortg age - Racked

For Home Buyers & Homeowners

Find a Mortgage Find a Lender Search Resources

FRHMIE HflC HEVS RELEASES

Welcome to Fannie Mae's For Home Buyers & Homeowners section, This section offers content, tools, and resources - alt in one convenient portal. -

Related Links In:

Find a Mortgage

Mortgage Fraud

You'll also find downloadable, easy-to-read files of several Fannie Mae brochures, enhanced search tools to locate Fannie Mae's tender partners, and a process to review mortgage solutions.

The For Home Buyers & Homeowners section hetps you get all the information you need to find the moit.g i ]-.- and ■ ^ that are right for you, Fannie Mae has developed innovative mortgage products, available to you through our nationwide network of lender partners. Fannie Mae doesn't lend money directly to borrowers, but we do want to make sure you have the resources you need when searching for a home or mortgage.

If you are planning to purchase a home, our Becoming a Homeowner section shows you the steps you and your lender will take and provides tips on how to work with a real estate sales professional. If you are already a homeowner, you can team how to refinance your current mortgage, -Mjjjrhome, or learn more about tapping the equity in your home with a rTv^T^isjji^rtgag^ for •

By using our Find a Lender Search, you can locate one5f"*«i4ertder partners to help you through the mortgage process. Our Find a Mortgage section details Fannie Mae mortgage solutions, including fixed-rate mortgages, adjustable-rate mortgages, low and no mortgages for seniors, and special financing mortgages.

We've also developed resources to make it easier to find the mortgage product that suits your needs. Other useful tools include mortgage calculators; an extensive glossar-, of mortgage terms; worksheets to calculate your debts, assets, and more; and our search engine to locate Fannie iMae Properties for Sale.

Because you may want to get additional advice, we make it easy to help you Find a Counselor! or a state housing Finance agenc, - If you need personal assistance, contact Fannie Mae's Consumer Resource Center at l-600-7FANNie (l-SQQ-732-6643).

Many customers don't know what a "portal" is.

Don't just tell people

what they'll find - give

This is a key message, ^ j but it's buried in the middle of a paragraph.

For money to fix up your ^ j home, would you click on "renovate" or on "home improvement mortgages"?

f^S Realistically, how much f J.^ \ of this page would you read?

Figure 4-4 This is a pathway page. Its main message is "We don't lend money directly to you to buy a house, but here are many ways we can help you with your mortgage needs." www.fanniemae.com

Even before getting to the page in Figure 4-4, people have to realize that Homepath is the link they need on the home page. They can't click on For Home Buyers & Homeowners; that's a non-clickable title. "Homepath" is an example of a made-up name that has very little "scent"; it's not likely to mean anything to most people. Site visitors have to guess that it's what they want if they want more information for home buyers and homeowners - and the only reason for that guess is that it's the first link under the more informative title.

If people stay on this pathway page at all, they probably just skim through the links. As with the Aspen Square Hotel home page in Chapter 3, most of the page becomes a blur of words, as in Figure 4-5.

9 FannieMae

Our Busii The Ame

Search

Contact Us

Site Map

00 Advanced Search Privacy Legal

Home

Fannie Mae News HOITlGpath

Media Initiatives

Issues & Commentary

About Us

About Fannie Mae Corporate Governance Investor Relations Diversity & Inclusion Careers

For Business Partners

Affordable Housing ft Community Development

Single-Family

Multif amity

Tools ft Resources

Debt Securities

Mortgage - Backed Securities fixed-rate mortgages, adjustable-rate mortgages, tow and no down payment mortgages, home improvement mortgages, reverse mortgages for seniors, and special financing mortgages.

resources mortgage calculators glossary worksheets

Fannie Mae Properties for Sale.

Find a Counselor state housing finance agency contact

Figure 4-5 What many people see (and want) on a pathway page. There isn't much informative content in the words surrounding the links.

Search

Site Map

00 Advanced Search Privacy Legal

For Home Buyers 8c Homeowners

Homepath

Find a Mortgage Find a Lender Search Resources

I KM SUBSCRIBE

FANNIE MAE HEWS RELEASES

Figure 4-6 might work much better as a pathway page to the information that Fannie Mae has for home buyers and homeowners.

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First Time Home Buyers Guide

If you are getting ready to purchase your first home or if you think you can't afford to purchase your first home, don't make another move until you have read this important information! Every year, Federal, State and Local government and community development programs help thousands of people obtain there first home.

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