You don’t want to complicate matters; to make people feel like they’re at work.
You want it simple.
I try to navigate through life, in fact, with this mantra in mind. Maybe because everything I’ve chosen so far hasn’t exactly been easy.
It reminds me of a popular acronym I like to always refer to, when tackling projects. It’s called K.I.S.S. (an especially important one where it comes to communication), and it stands for:
Keep It Simple Stupid.
Don’t make your target audience work hard. Make it as easy as you can for them to find you, and to remember your name; especially if you want them to come back.
I’ve struggled with this a bit myself, on my own journey online, and I see that other professionals struggle with it too.
It’s natural for many professionals to approach things intelligently and shy away from what we think is “dumbing it down.” But where it comes to your brand, and to keeping its target audience’s attention & loyalty, you simply don’t want to make it hard.
So simplify. And make it easy for them to come back.