Friday, July 25, 2008

5 ways to a better website

The website this blog is attached to is one of four different websites that I have. It is intended to provide some thoughts on improving the visitor's experience so that you can build a better business relationship. I don't profess to be any kind of technical expert on this issue but these thoughts are just some things I've picked up from my own limited experience. As an executive coach, a practitioner of executive coaching and since I am involved in coaching coaches I have a need to be aware of the marketing devices that are necessary for business.

1. Research shows that when people go on the internet they are usually not seeking to buy anything they are seeking information or to solve a problem. So, indicate immediately to your visitors what problem your website responds to. Rather than having just your business title at the top, say what problem you are responding to and WHO your site is for. You need to address the problem your visitor is trying to solve in the first three seconds!

2. Have an ‘opt in’ form. Fewer than 1% of visitors will buy anything (product or service)on their first visit to a website, that’s why you need to get their details. This is so that you can contact them later with any newsletters you want to send or products and services you have. Imagine having a shop where all the people who came in gave you their name and address! Which you could then follow up by sending them your latest offers.

3. Don’t clutter Many sites have just too much stuff on them! This is confusing because the visitor is thinking ‘hmmm…where should I look, where do I want to go here?’ You know the feeling? Google’s success was put down to its sheer simplicity of its search website. People just loved using it – and still do. Give a simple easy to understand message so that your view is not confused.

4. Say who you are You should say a little bit about who you are because Internet businesses are most often built on relationships. People like to know who they are buying from. This is why newsletters are important. These are designed to build relationships. You may even want to include a photo or a CV.

5. Good salescopy dives into the issue Your sales copy should be part of a conversation that your visitor is having in their own head. Look at some the sales copy in the sights that sell popular solutions… for example ‘TRYING TO LOSE WEIGHT BUT CAN’T?’ ‘WANT TO WORK AT HOME BUT DON’T KNOW WHERE TO START?' Okay, they are a little ‘in your face’ but it works! Also try to ask the questions that your visitor is asking themselves so that they get drawn into your conversation. Some of these can be long – you keep scrolling down the page until you get to the invitation to action. Some people don’t like long salescopy but the fact is – it sells! The only thing that sells better than this (believe it or not) is LONGER salsescopy…!

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