I do not think you should start the design of a new or revised website by sitting down with the designer and coder of the website. Rather, I recommend you review the approaches, ideas, processes and other methods listed in this article to determine if they apply to your situation.
As a “first step” I suggest that you start by reviewing the questions listed below. I am certain that once you get to the last question you will have accumulated a list of action items that will greatly improve the overall quality of your current website. The success or failure of your site and/or business may very well depend upon the decisions you make after reading these questions and giving them a little thought.
What Do You Know About Your Clients´ and Prospects´ State of Mind?
When visitors land on your website they have very little time to read what you want to tell them. They have a need for information or a product and do not want to listen to or read wordy descriptions and comments. You have between 5 - 10 seconds to engage them and get them to take action. What is it that most visitors landing on your website want? Is it:
- information,
- a “quick fix”,
- a bargain,
- a large selection,
- a telephone call,
- or something else?
It is imperative to know the answers to these and many other questions BEFORE you design the pages within your website (or have them designed).
Do You Make Website Visitors Feel Like You Can Satisfy Their Wants and Needs?
Landing on any page within your website (but especially the Homepage) must make your visitors know that you understand their needs, desires, wants, and business. The more you put yourself into the mindse of the prospective visitors to your website, the better your chances of converting their visit into something you want to happen i.e. buy, complete a contact form (opt-in form), bookmark the page, pick up the phone and call you or any other method of measurable conversion.
What Approach Do You Take When Developing Pages Within Your Website?
What do you think you would want from your website if you were the prospective visitor or client? Assume you do not know as much as you want and need to in order to make an informed decision. Talk to your visitors in a language they will understand. If visitors want more insight or information, tell them to click on the more info link or give you a call. But keep in mind that they will follow your direction ONLY if you have built some level of trust or understanding.
What are You "Selling" to the Visitors of Your Website?
Are you focused on telling them about your product or service, or are you making them understand that choosing your firm will deliver that special feeling they are seeking by making the purchase? Are you sure that you communicated to the visitors that you understand their needs, wants, problems, etc.? What techniques did you implement to get your points across?
How are You Going to Get Your Visitors to Stay and Think About Your Service or Product?
Remember - they are ready to pass by your website in a blink of an eye. What are you going to do to engage them? The answer you come up with will be critical to the success you have in gaining their confidence enough to buy your product(s) or call you, etc. Make sure what you say is NOT the same old thing they are used to seeing or reading on every other website. Be boring and you lose! Address the issues that appeal to your visitors and they WILL STAY ON YOUR SITE! This is hard work – but well worth the effort.
What Kind of “Call to Action” Statements are You Placing on Your Website?
Turning a visitor into a prospect or client is one of the most critical actions of your website. How will you engage them? Once they know that you understand their needs and wants, they are more inclined to follow your CTA direction. Call to Action statements are critical to the success of any website's conversion. Guide them in a manner that is more telling, rather than just selling. Do not be afraid to be assertive.
How Does Your Website Address the “Who Are We” Issue?
Again, it is about making the website visitors feel confident that they are choosing a reputable firm or organization with which to do business. They need to read about your success. This can be done by exhibiting your affiliation with associations, awards won, satisfied client statements, client success stories, examples of your work, etc. Show them you are a “player” in your industry/expert in your field.
Are You Prepared to Answer: "What Makes You Different"?
What have clients and prospects said about you and your company? Have they applauded you for your approach to doing business? Did they say you made them feel like you understood their needs and wants? Think back to the reasons clients buy from you. How did you meet their needs and wants? Give your prospective clients reasons to do business with your firm.
A final thought...
Make it your primary goal to understand your potential clients. Look at your website from the client´s perspective. Who are they? What makes them different? What do they individually want and need? Provide information - do more telling than selling. They will “get it” and appreciate that you have made them educated buyers/ well informed visitors. Finally, tell them what you want them to do next. Get them to take the first step and be ready to deliver on the expectations you have set throughout your website!
Finally, do not be afraid to hire Internet marketing professionals to do the job if you feel that you cannot handle it by yourself. Too much is at stake to leave this part of your business to chance!
Related article:
How to Make Your Website Successful
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