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Ending the Confusion Can Bring In More
Sales
© 2002 By Ashley Brice
With all the websites I've visited during my time on the
'Net, I am still amazed to find one very common and
widespread problem.
Focus - or the lack of it. One of the most basic
aspects of designing and writing copy for a site is
frequently overlooked - and it is costing website owners
everywhere big time in lost sales.
This may sound like an "idol threat," but it is a
hard, cold fact of Web life. Statistics have proven
time and time again that you have roughly five to seven
seconds to get the attention of your visitor. If you
don't let them know immediately what you do and how you can
benefit them, your competitor's site is just one mouse click
away.
When your site design and copy don't work in harmony with
each other the result can mean the passing over of your site
in favor of one that is more self-explanatory. So back
to the basics we go. How do you pool the design and
copy elements and create a site that lets the visitor
plainly see who you are and what you do? Here are a
few tips.
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1. Never assume.
While you may fully understand who you are, what you do, and why your
product or service can save the world, chances are your site
visitor will not. After all, that's why they need
you. If they had a complete understanding of what you
offer, they would be able to perform the task
themselves. Take the time to clearly state the purpose
of your site, the benefits of your product, and what you can
do for your visitors.
2. Give directions.
Again, this goes back to never assuming. Don't believe for a
minute that Web surfers (who travel at the speed of light)
are going to read every single word of your ordering
instructions. When you want a visitor to download an
ebook, move to a new page, "click here" to order,
etc., be sure to make your directions obvious.
3. Be bold.
For important functions, get bold with your design
elements. If you want your visitors to call you for a
free consultation, make very sure your phone number leaps
out at them. Don't hide it in plain, black type in the
middle of your copy. Want them to sign up for your
newsletter? Have your subscription box high on the
page, and in colors that will be easily noticed.
Want them to order? Give them a large button using a
contrasting color so they don't miss it in their haste.
4. Don't be flashy.
While flash can be an exciting addition to a site, it should
never comprise the entire index (home) page. Over 85% of Web
surfers say they always skip flash intros. On sites
that do not offer a "skip flash movie" link, the
visitor leaves immediately. Those are some strong
numbers. While flash can be used in moderation to
effectively make a point or highlight your company's focus,
be careful not to overdo it.
Statistics show that the vast majority of your visitors will
leave before they'll sit still for an entire flash
presentation.
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The best bet overall? Write and design your site in an effort to answer
the five W's: who, what, when, where and why. Taking the time to make sure
your visitors have a clear and immediate understanding of who you are, what you
do, and how you can help, will result in more sales or responses for you.
Got lots of traffic but few sales? Let Website Critique.com point out the
trouble spots and show you how to fix them. Not more marketing guru mumbo jumbo.
Ashley's "customer's point-of-view" approach will give you new
insights into how to
transform your site into one your visitors will love - and buy from! Stop losing
sales. visit http://www.website-critique.com
today.
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ABOUT THE AUTHOR:
Ashley Brice
Email: Ashley@website-critique.com
Copyright Date: 2002
Web Address: http://www.website-critique.com
Reprint Instructions: This article may be reprinted freely with bylines
and url.
YOU MUST NOTIFY THE AUTHOR IF PUBLISHED
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