By: Linda Kaun

 

The author has shared an 8-Point Check List to Pull Readers into Your Site

What's one of the first things a salesperson asks you when you walk into a store?

"How can I help you?"

Right?

Do they usually launch into a 5 minute monologue on when their company got started, how it grew into a 10,000 ² ft showroom, and how they're the best in the country?

No, they don't, do they?

And if they did, wouldn't you be backing up toward the door trying to get away as soon as possible?

Of course you would.

So why are you doing this on your website?

Over and over I see business websites with exactly this mentality. It's all about their company and how great they are. But it's a monologue...the old style push-the-message-out-to-the-world-marketing that simply does not work effectively on the Internet. In truth it doesn't work well off line either.

Understand this one key point

Online, the user, your visitor, is in control. If you truly understand this vitally important point and write your website from the user's perspective, you will be way ahead of most of your competitors.

Think like a Merchandise Manager. Layout your floor-plan so it's easy for a buyer to shop with you. Display clear signage. Anticipate buyer questions and provide information to guide them. Post a store directory. Make check out fast and easy.

Follow this 8-point checklist to create a home page that makes the visitor click through to find out more about you.

1)       Answer your visitor's most immediate questions:

"Am I in the right place?" "Will this site help me with my problem?" "Does it look like they might have what I need?" "Will it be easy to find my way around?" "Will it be all flashing smoke and mirrors with no information?"

Remember, a person goes online for a reason. They are on your website on purpose. You have 2 to 3 seconds to let them know if you are the one that can help them or not.

The more you can make your home page relevant to what the user came looking for-whether that's a product, service or information-the better chance you have to get them to move deeper into your site.

2)       Use a headline that speaks to your visitor's needs.

Be clear on how your products or services will benefit the user. Highlight your value proposition to distinguish you from all the millions of other websites out there.

The more you research your target audience, the easier it is to write directly to them. You'll understand what they are looking for from the keywords they use to search your site, for example.

3)       Flesh out the headline with some descriptive, introductory text.

These can be bullet points and don't have to go into detail. This is not your actual selling page. It's an orientation. The selling itself takes place inside.Sit down and think about your first time visitor. Get inside their minds and write down the things you think they're asking themselves. Anticipate their questions and answer them, or point them in the right direction.

4)       Set up an easy to follow navigation system.

We're all familiar with the basic categories of a website, things like Products, Services, Clients, About Us. Place your navigation bar either on the top or the left hand side. It should never go on the right.