Few things are more important than your website for generating interest and sales. Many websites look pretty but are nothing more than an online brochure. These may be designed by well meaning CEO’s or the CEO’s teenage kid who has studied some online content (probably You Tube). This might work for a Ma and Pa type of setup if you are a service based small local business and only require a phone number listed on your website. But chances are you want and need something that performs much better than that. So, with that last point in mind, let’s look at what makes a website “sing” with authority and functionality.
Think About the Client: Think about how your client may find you on the Internet. Does your site contain the keywords they might search with? If you’re not sure go to Google and use their keyword search tool to see how popular the terms are that might bring someone to your website. Next you want to weave those keywords into all your website content including headlines and subheads as well as behind the scenes content like page titles, meta tags and page descriptions. All this will make it easier for search engines to find you.
Remember your prospect has a “problem” or a “pain” and are looking for a solution, make sure your site gets your solution across to them very quickly, their interest is fleeting. You might not be able to squeeze everything you or your product can do for them on your website but make sure it’s enough to entice them to go to the next step and contact you.
It goes without saying (or maybe it doesn’t), you’ve only got so much time before your prospect wanders off to the next website, so make sure you articulate your USP quickly ( what makes you , your product or service different and better than all the rest).
Keep It Clear and Concise: Each sentence, paragraph and webpage should lead logically to the next. Always remember it’s not about you, it’s about solving your visitors problems.
Make sure you make a clear promise in a persuasive way followed by proof and credibility builders.
And… always remember, your website visitor wants quick answers to their questions. These are some of the questions going through their heads.
Where am I? Who are you? What do you offer? How does it help me? How do I navigate this site? Where do I go next? How do I make a purchase, sign up for a newsletter, etc.?
Call to Action
Each page of your website has a purpose and that is to lead the prospect into doing something. It might be to sign up for a newsletter or request a special report, or even just to ask a question on your contact page, but have them do something that moves them towards a sale . That something could also be to just start establishing their “trust” with you. The average person visits a website 4-5 times before making a purchase so make sure you’ve started to build the bridges towards trust so they keep coming back. Eventually when they’re ready to make a purchase you come to mind first.
Ask yourself the right questions, get the right answers
Ask yourself better questions, get better answers