When designing your website and deciding on what to portray your business as, first ask yourself what your website should be about. It sounds good in your head, but it’s a good idea to actually write it out. Before you know it, you may end up with pages of what your site is about, however, you need to be able to explain what it is you do in a single sentence.
It’s difficult if your site does many things, but if you are able to break your story down to a single sentence, you will then be able to focus on what to portray to your audience. Google does more than act as a major search engine, but they focus on that and allow all other aspects to fall in place. Walmart – their slogan is “Save money. Live better.” They stick to that by providing some of the lowest prices in retail.
When building your online business, always keep the “What’s in it for me” mindset. Whatever it is you want your visitors/clients to do, what do they get out of it? Why should they subscribe to your newsletter? Why should they buy from you? Why should they call you? Why should they do anything with you?
There should be a clear benefit of what it is they’ll get out of it. Let’s face it. Time is money. People no longer care that registration is free or that the newsletter is free. Whoopty-do! They get dozens of emails a day full of spam for free. A concise and clear message needs to be explained to them that they will be better off doing whatever it is with you than with anyone else.
As written in my ebook, The Hidden Secrets Revealed (it’s free for download in my forum, btw), “the appearance triggers the visitor’s interest and the content keeps the visitor’s attention.” So it’s not only important to decide on how your site looks and feels to your visitors, but how the content reaches out to them.
You could have the most beautiful website in the entire universe, but if your content is poorly written I can only guarantee you 1 thing – they will leave. What’s funny is, some of the most successful sales letter to date have some of the ugliest colors as their background.
Why it works: 1) The ugliness trigger’s the visitor’s interest – ‘wow, this page is ugly, what could they be saying?‘ 2) The content was so compelling that it kept the visitor’s attention.
Stick with that principle.
More to say another day.