Solve Common Web Site
Problems
I've performed over 80+ web site
reviews in the past six weeks and noticed two recurring problems. They
are problems that most web site owners seem to have. Fortunately they
are also easy to fix.
One of the biggest problems facing
corporate America today, is lack of focus on the brand, vision, mission
statement, unique selling proposition, or whatever you want to call it.
It's especially problematic for big companies or those with employees
spread across the globe.
Yet one of the best uses of internet technology, is to bring an entire
company and all its employees into a common understanding, of what the
company is all about. Everyone from the production people, to the sales
people should have the same primal thought, ideas and conception, of
what the company is, does, and provides the customer.
The closer you can bring your salespeople, to your service and
technology people, the more focused your company can be on what it is
trying to achieve.
One of my clients was going to hire a public relations firm, to help
them come up with a mission statement. My question was, why hire an
outside organization for a few thousand dollars, when you can do your
market research in house?
My advice was to go around the office and ask each individual to
describe in three sentences or less, what the company was all about.
Just a few words that would describe clear benefits to any prospective
customer, why they should do business with you.
What is it you provide? Is it really, "Blue widgets, delivered on time,
for the lowest possible prices?"
Or, do you provide... "Emergency color widget replacement, overnight,
worldwide, no ifs, ands, or buts. When it comes to your keeping your
business running, you can depend on us."
Big difference huh?
Or how about this recently found gem? Generic Big Corp provides
applications for enterprise wide and private solutions including
corporate and government installations.... Snore.... please wake me when
it's over. What the heck do they even mean?
Wouldn't it be better to say this? "We listen to your needs and program
easy to use software that does exactly what you want it to do. It
doesn't matter if your company is big or small, let us know how we can
help you." Again, another big difference, huh?
What are you saying in your opening headline? Is it a compelling emotion
or are you putting people to sleep?
In performing 80+ web site reviews for no less than 30 new coaching
clients, and 30 attendees of the Search Engine Workshop last month, a
weak opening headline was the biggest recurring problem. Time and time
again, there was no clear direct benefit of what people could expect
from the site.
Also found in the opening headline were too many big words. Research has
shown that the average American reads at grade six to eight level. Even
most business communications are at the grade nine to ten level.
Never use a big word when a small one will do. Especially in a mission
statement like the one above. Don't puff your company up. Just tell
people in plain language what it is, what they can get from you, and let
them know they'll be dealing with humans, not a faceless corporation.
That's the other major problem. A lack of photos of real people,
especially on the home page.
Photos of real people, especially the human face convey emotions to the
reader far faster than words ever will. The moment we see a face on a
site, we are immediately drawn to the eyes of the person.
What emotions are being portrayed? The happy couple relaxing on
vacation? The confident home builder. The eureka of someone that finally
gets it. Deep concentration and study of a classroom?
If you think about it, one photo of one human face, could do more to put
the reader in the right frame of mind, than any other single element on
a web page.
You basically have three to ten seconds to appeal to your visitor. Don't
believe me? Think about the radio in your car.
How fast can you decide if you like a song or not, then push a button
for the next radio station? Research has shown an average person can do
it in less than three seconds. Count 'em, one, two, three. Gone!
Think about that next time you load up your web site. Do you show photos
of real people experiencing the end result of what you sell? The
happiness, the joy, satisfaction, love, resolve, confidence, relaxed
piece of mind?
Then look at your opening headline. Does it look like it was written by
an MBA with nothing to say, except usual corporate yadda, or is it
telling people clearly and concisely what it is they'll get from you,
what's in for them, and why they should do business with you.
If you don't have employees, ask your clients. Ask them why they do
business with you. If three or four out of ten say the same thing about
you, let that become your brand, your niche, your mission statement.
Focus on it, market it, use it to your advantage.
Whatever you do in the next hour, take another good hard look at your
home page. What do you notice in the first ten seconds? Those first few
seconds can make the difference between an anonymous click or a customer
for life.
by
Michael Campbell
Author of....
Revenge of the Mininet...
Advanced search engine linking
strategies and diagrams for increased revenue.
Clickin' it Rich... The complete
work from home business training
system for new affiliates.
Nothing but 'Net... Simple
internet marketing
strategy that made $750,000 in less than a year.
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