Crucial Elements to Make Your Website Work For You!
1. Setting the right
goal to make your website an optimal business growth
Most websites are
designed with the goal of telling potential customers
about their services and fail to do an adequate job of
compelling customers to respond. The right goal of
any website is to design it with the intention of
getting customers to contact you directly by compelling
them to respond.
Make the design of your website focus primarily on your
Many websites spend too
much web content copy talking about issues from the
business owner's perspective, instead of from the
customer's point of view. Customers want to
receive insights about their most pressing problems and
how to solve them. They do want to learn about who
you are and what you do, but only after they are
convinced that you understand their needs.
3. Offer compelling
reasons for your website visitors to contact you.
Your very first page
and nearly every other page on your website should offer
a free newsletter, free information product, or other
free offer that addresses the customer's situation and
compels him or her to signup. That way, you will
have the opportunity to continue to establish a
relationship with your website visitors and stay in
touch with them.
4. Offer plenty of
free, valuable information and other educational
products or services on your website.
Rarely do website
visitors engage your services after a first glance at
your website. However, they will agree to receive
information that they perceive to be of value to
them. How to and other informational articles,
CD's, videos and seminars about their problems and how
to solve them will help to establish your credibility,
build trust and get your visitors to want to know more
about you and what you can do for them. Make sure
that these are not sales pitches! The idea here is
to build a lasting business relationship.
5. Focus the content
of your website on telling a good story, rather than
Some website designers
still don't believe this, but study after study shows
that website content copy is far more important to
design when it comes to compelling visitors to take
action and respond to your offers. A well-told
story that matters to your website visitors is much more
important than having a lot of fancy graphics. In
fact, graphics that are distracting or take too much
time to download can hurt visitor response. For
this reason it will pay you to focus first on content
that tells a compelling story, and second on website
6. Focus on results
first and the technical aspects second.
Your website visitors
want results and solutions that speak to their needs,
regardless of your technology, so be sure to write your
web copy accordingly. For instance, if you are in
the business of selling fire extinguishers, instead of
writing about the specifications of the product your
selling, tell your visitors how to prevent fires from
starting in the first place and how to put them out
quickly when they do. Similarly, if you are in the
food service business, rather than write about all of
the stores you own or awards you have received, describe
the wholesome and tasty food you serve in ways that make
your customers hungry as well as how you can save them
money by making use of a special offer.
7. Get your website
visitor's attention with your headline.
Designing a headline
that generates curiosity in your website visitor, and
gets them to read more is of utmost importance.
Depending on the products or services you have to offer,
you will want to come up with an enticing statement that
tells your web visitor that you have information that he
or she needs in order to make money, save time and/or
save money, look good and/or feel good.
8. To keep your web
visitor's attention, make use of subheadings.
Studies show that long,
story telling web copy generates more response from
visitors than short, brief web copy does. However,
to keep your visitor's attention, be sure to break up
your written copy into pieces that are separated by
9. Write your web
content copy in plain, understandable language.
To do this you will
want to avoid using very much technical jargon.
Instead, write your web copy as though your visitor were
seated directly across from you, as if you were talking
directly to him or her. If you expect your
visitors to be technically oriented, provide a separate
section about specifications, however make sure that
this section explains how each technical feature will
achieve specific results.
testimonials from your current customers.
especially with photos of your customers will establish
your credibility and set you apart from the others, and
thereby prove you are unique. You will want to
seed these customer recommendations throughout your
website pages, rather than on a single page set aside
for this purpose.
11. Include case
studies that show how you have helped your customers.
Depending on the nature
of your business, case studies about your results will
also provide credibility to your potential
customers. However, you will want to make sure the
case studies are written in such a way that applies
universally to your target market. Be sure to
write from your visitor's point of view, clearly stating
the problem, what it costs people, your solution, and
the specific results that your solution brought about.
12. Be sure that
your web content copy shows why you are uniquely able to
solve your web visitor's problem.
Why? Because a
good website will share a complete marketing message
that includes, the problem your visitor faces, what the
problem costs, your solution, and why your solution gets
better results than anybody else's. You do this
without appearing to make a sales pitch, but instead by
providing education and helpful information that really
matters to your website visitors.
13. When considering
the overall design of your website you will want to lead
your visitors to the website pages where you want him or
her to go.
This means that you
will want to avoid links that allow your visitors to
leave your website. You also will want to avoid
having too many choices that keep your visitors from
navigating to your offers for free information and/or
services. Remember, having the right goal of any
website is to design it with the intention of getting
customers to contact you directly by compelling them to
14. Make your
People buy from people,
not from companies. Consider including a photo of
yourself and your associates as well as one or two
personal facts that demonstrate you are a real person
that understands their needs.
15. Include a
section that tells your website visitors about you and
your products and services.
While the majority of
your website should focus on your visitors, a portion of
your website devoted to describing your services and
qualifications may be beneficial. This is most
often accomplished by creating a web page that answers
frequently asked questions. A few of these
questions may also provide an overview of your
credentials and background, however, you will want to
once again focus on solutions and results.
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