How to Have a Website That Sells
What do you want people to do at your site?
Can customers easily find the information they're looking for?
Do you get their attention immediately, before they click to another site?
What you say on your website shouldn't be the same as what is written in your company brochure or included in
your latest newsletter. If it is, you're probably not giving potential customers the information they're looking for to
make a buying decision.
If you want to develop or redesign a successful website consider these important questions before you begin:
Your website can be a powerful selling tool.
But are you taking full advantage of the opportunities it provides?
Visitors to Your Website are Goal-Oriented
They got to your site by typing in a keyword or phrase into a search engine or by directly
entering your website address into their internet browser. They already have an interest in
finding out more about the products or services you offer. They're hoping your product or
service can provide what they need.
But when they get to your web site, what do they find?
Content is King
Having an up-to-date, attractive looking, and easily navigated website is important, but its
the content that makes the sale. If your site fails to provide the needed information in a
concise, compelling manner, it's likely the viewer will click to another site. You have only a
few seconds to convince them they have come to the right place. Take full advantage of the
Here are five steps to developing powerful content for your website:
Although this may sound silly, many websites don't tell visitors what options they have. Don't
assume the visitor already knows what he or she wants to do. Get them to take an action,
whether it is to click a link to another page for more information, place an order, or call or email
to make an appointment.
In developing your website, be sure to focus on more than just the look and design. If your website
serves as a major part of your sales and marketing efforts, then it must also deliver an easy to
understand and compelling message.
Think of Your Website as a Destination
It's a place where people come to do things such as find out more about a product or service, make a
purchase, or compare prices. Decide what actions you want people to take and design you site
around those actions.
If you fulfill the expectations visitors have when they come to your website, whether its offering the
information they seek or completing the purchase they want to make, you'll have created a powerful
sales and marketing tool for your business.
Business Writing Tips
Websites are a vital tool for the growth and success of your business. But often the effectiveness of a website is
overshadowed by all the bells and whistles used to make it look good rather than communicate well.
Also you should always keep in mind that...
1. Keep your home page simple -
No two websites are exactly alike. When a potential customer first visits your site, he or she
has to pause, look around, and figure out what's there and how the site works. Depending on its
complexity, this may create a roadblock to their finding what they're looking for.
The text on your home page should be very clear and should easily direct your visitors to key
information. Keep the number of headings and links to a minimum. Be sure the internal links
you have are clearly labeled and are as unambiguous as possible.
2. Anticipate your visitors' expectations and help them achieve their goals -
The keywords that visitors may use to come to your site can tell you a lot about what they
want. Your web page headline and opening text have to be a match to what the person is
hoping to find.
Do you know the most frequently used keywords that someone interested in your products or
services may use when doing an internet search? Put together a list of the most likely words
or phrases and be sure your home page includes these terms in your copy.
3. Get to the point, avoid a lot of fluff -
People don't view and read web pages the same way they do printed materials. Use copy that can
be scanned easily. Make it obvious what you are offering. Use descriptive headlines and subheads to
communicate key points.
Keep in mind research shows that when people scan a web page, they focus their attention largely
on the left-hand side of the page. Be sure to place your most important copy there. Draw the reader
into taking an action. Important points, and keywords and phrases need to be mentioned early in
the copy. Readers have short attention spans.
4. Don't write more than is necessary -
Unlike printed materials, a web page doesn't have a set length. When it comes to website content,
more is not always better. Write just enough to get the job done.
Give people the basic information upfront to get their attention. Then allow them to go to another web
page for more details if they want it. Don't assume everyone is going to read all of your content. The
goal is to hold their interest long enough to direct them to the next step.
5. Tell people what to do -