If you want a site that more
than just another boring corporate brochure, here are 10 tips
to creating a website that really works.
by Dianne Volek
Brand your website
Your website is a direct reflection of you and your business.
Your visitor's first impression will either keep him browsing through
what you have to offer, or encourage him to go elsewhere. A professional
website should be pleasing to the eyes, well organized, easy to
navigate and load quickly.
Know what you want to achieve
Is this website about creating an image, getting known in a new
region, marketing new services, producing leads, allowing potential
customers to assess you, getting actual sales etc. Knowing what
you're aiming for makes sure you design your site with those objectives
in mind.
Design your Site to rank high in the Search
Engines
Ensure your designer knows how to include META tags, keywords
and text to promote your website ranking. There are numerous internet
sites on the subject, and many outsourced suppliers to handle the
detail.
Use text and images that SELL
Your words are the entire foundation of your business. Most website
failures are the result of ineffective content. When writing your
website text, use the following formula:
A - Attention: Use a powerful headline that demands attention
and an interesting introduction (interesting to him, not to you).
Use relevant, professional, fast-loading graphics.
I - Interest: Intrigue, interest, educate, excite and create curiosity
D - Detail: Provide details about your product or service
A - Action: What do you want him to do right now? Phone? Ask for
a quote or request an RFI?
Drive traffic to your site
Create a steady stream of traffic to your website by giving your
visitors a reason to visit and continue to visit in the future.
Fresh content could be news, articles, advice, training, tips,
on-line calculators, horoscopes, weather or links to appropriate
websites. Your content should be representative of the focus of
your website and your viewers interests, and be updated on a regular
basis.
Display your track record
Gain your visitors trust by displaying customer testimonials or
a track record of experience. Why not use a program to to rotate
them on your main page so that its fresh and new every day?
Let your visitors know who you are
Address, phone number and email addresses to request information
and support.
Tell your visitors about privacy and security
Customers won't want to interact with you unless you tell them
exactly what you do with any personal information you collect.
Provide a tangible reason to actually contact you
Focus on getting viewers to take that
Action Step. Offer a sample or trial of your product or service,
a discount, a gift. Not only will this increase your sales, but
it will drive more traffic to you site as well.
Remove the risk
Identify anything that your contact or customer may perceive is
a risk to him and find a way to allay his fear, or remove the risk
completely. Make it easy for him to decide to interact with you.
Your website is a powerful marketing tool and a valuable asset
to your business. Use it wisely, and make sure it works hard for
you.
Does internet marketing sound like a complicated business? I guess
it is. Excitingly so. And one reason is that it combines so many
disciplines and communication skills.
And we haven't even touched on the roles information architecture,
consumer psychology, market research, sales, advertising, fulfillment,
customer relations, email marketing, and so many other factors
play.
InterComm integrates our experience in marketing, copywriting
and design AS WELL AS technology, ensuring that your website attracts,
serves and retains prospects and customers.
Your site will be uniquely your own, with a sound marketing strategy
derived from your competitive advantage and core competence.
For advice on effective corporate communication over the internet,
contact me on info@intercomm.co.za |
