George Clarke, Action Coach – Creating a WOW website!
You would probably agree that we’re all impatient when we search the Internet. A website has a businmaximum of 20 seconds to convince us that it has the information we are seeking, is easy to navigate and worth exploring. If not, we will likely close it down, never to return.
So what are some of the ingredients a business needs to consider to ensure its website attracts customers and grows profits?
Do the thinking before the designing
A website is not just a business card, it’s a key Marketing tool and as with everything Marketing-related, you need to do the planning before you brief a website developer. Align your business objectives with your online goals. Make sure your website goals are SMART i.e. Specific, Measurable, Achievable, Realistic and Time Bound.
The beauty of digital is that all online activities can be measured. If for example, you decide that you want to set a target for the number of visitors to the site, this can be tracked. Just ensure your designer includes an analytics package with your site build and that you receive weekly reports.
What information needs to be included on your site?
Think about your ideal client and what they would want to know. Generate a two sentence value proposition which succinctly and enticingly describes your offering. Place it upfront on your home page.
Your website visitor will want to access facts about your business, your services and how to make a purchase or make contact.
Call To Action (CTA)
Include a strong Call To Action, which is aligned to your website objectives and is prominently displayed as part of your navigation menu (which appears on each website page). Your CTA may be “Contact us Now!” or “Sign up for our FREE newsletter”.
Your Online Copy
Remember that people read differently when online, tending to scan copy and not read every word. Assist your reader in this process; introduce headings, sub-headings and bolded text. Keep paragraphs short, making them look easy and appealing to read.
When including more detailed information, use a “More” button which the interested reader can then click and access on a new page of your website.
Make it Professional
Although it’s tempting to use free website templates available on the Internet, my advice is to hire the services of a professional developer. An expert will be aware of the latest technology and any pitfalls that you should avoid. You’ll be better positioned to create and maintain a WOW website.