Don't let your website become an expensive investment that does not help you achieve your business goals. Fine tune it with a succinct message and striking graphics so it delivers the results you want. Here's how.
Don't let your website become an expensive investment that does not help you achieve your business goals. Fine tune it with a succinct message and striking graphics so it delivers the results you want. Here's how:
- Have a clear message that is short and to the point. You have seven seconds or less to entice a visitor to continue to explore your website. Make the most of this brief window of opportunity with a message that clearly indicates what you can do for your customers and why your solution is better than the ones offered by your competition.
- Make your website easy to navigate. Make it easy for visitors to find the information they want by grouping content in a logical manner. Minimize the number of clicks necessary to get to a desired page. Test links often so visitors don't reach a frustrating dead end.
- Use photos to tell your story. Your website should be visually interesting. Use photos that enhance your copy and message.
- Keep your copy succinct so visitors don't need to scroll. People have a tendency to read only the copy that fits in one screen length or a bit beyond. If your copy extends way beyond that, it may not be seen. The solution? Edit relentlessly. Eliminate unnecessary words. Use bullets.
- Keep information current. If you want people to return to your website again and again - and you should! - give them a reason to come back. If your most recent newsletter or press release dates back three years, it's time for an update. Keep page copy updated as well.
- Watch out for typos. A typographical error may not seem like a big deal, but it says a lot about your attention to detail. Proofread your website before it goes live and when you make updates. Log on occasionally and read a page or two. You may be surprised at what you find.
- Get rid of jargon. Every profession or industry has a language of its own, a type of communication shorthand understood by a particular group. To people outside your professional circle - and possibly your customers - these words are often meaningless and annoying.
- Deliver what you promise. If you offer a newsletter, send it on a regular basis and archive it on your site. A newsletter is a great way to stay in touch with clients and speaks volumes about your ability to follow through on a project. Archiving it on your site gives non-subscribing visitors a reason to return. Finally, a copy-rich site makes it easier for people to find you when doing a search.
- Make it easy for visitors to contact you. Encourage people to do business with you with an easy-to-use contact page. Clearly display your phone number and address, if applicable to your business. Be sure your email address is live. When people contact you through your website, follow up as quickly as possible. Show people that you want to do business with them!
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