INGREDIENT #1: FOCUS ON YOUR AUDIENCE
“Are you talking to me?” How many times have you gone to a corporate website and thought “Where is the stuff for me?” Are you making potential new customers “guess” if your website is for them?
You might think, “Isn’t it obvious our website is for people who need _________.” It might be obvious to your employees. But we’re in the land of information overload. You have to spell it out for them.
HERE’S WHAT YOU DO: At the top of your web page, put “This website is for…” Just tell everybody who your website is for. Simple. But effective.
In fact, I guarantee your leads will go up dramatically after making this one simple change.
INGREDIENT #2: FOCUS ON ONE MAIN TOPIC
Most business websites are made to showcase their specific business. And that’s great if people type your company name in the search engines.
But what if someone is looking for a solution to a problem? Or if someone is looking for a specific product or service? A website with the main topic being the “company” will be hard to find on that kind of search.
You have a better chance of getting to the top of the search engines if your website is all about the “XY Widget” instead of the “XY Company.” When people search using the keywords associated with your topic, they’ll find your website. Plus your website visitors will know immediately that you have what they’re searching for.
TOOL: You can find out what keywords people are using on Google, here. It’s a great way to find the specific topics for future websites.
You’ll also want a domain name with your main topic or keywords in it. More on this topic in future blog posts. So stay tuned…
INGREDIENT #3: FOCUS ON THE ACTION YOU WANT VISITORS TO TAKE
Think back to the last time you went to a website. Think about reading an article or skimming down a web page.
Once you read what you found interesting. Or skimmed what you were going to skim. You stopped. Then you made a decision about what you were going to do next, right?
You clicked a button. You went to another website. Or you turned off your computer. All of these decisions are very small. You’re probably not conscious of making these decisions.
That’s why you as a website owner should help potential clients make the next decision. Help them make the decision before their eyes rest. Tell them to sign-up for your newsletter. Tell them to download your report. Tell them to take an action. Otherwise, they might make a decision to take an action you don’t like.
So while you’re here. Look at the comment form below. Tell me what actions you’re going to take after reading this blog post. Or ask me a question. But take a second and comment on this post. I’d appreciate it.
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