Attracting visitors to your website is like any courtship ceremony, since your web presence has to be:
- Interesting within seconds
- Responsive to the individual’s needs
- Good looking (or at least not have an appauling wart!)
- Guide the interested party as to what you want them to do
Let’s start with the first few seconds and whether it’s a glance across a crowded search page, a hint from one of your mates or even a ‘lonely heart’ ad-words column entry, you have to make sure that the brief message exchanged tells the voyeur exactly who you are looking for. Don’t be vague and certainly don’t be too precious about what you really want. If your ideal customer is an accountant with 15 years in the business, a fast car and likes skydiving then make it clear.
A responsive website is an absolute must, it’s no good to have your potential future relationship stalled by having your prospective partner sitting waiting whilst you get yourself prepared and preened to make that perfect impression. In fact, a good impression straight away is better than a perfect one when they’ve walked out the door!
You’d be surprised how low on the radar for most website visitors a perfect design concept is, however by the same token keep things consistent and smart, don’t overload your visitors with a technicolor dreamcoat (unless you are selling theatre tickets!) and a variety of fonts to rival the wordprocessor toolbar! Make the menu obvious and organised based on what your potential customers consider important e.g. not – lighting, fluids and foodstuffs, try – candles, champagne and chocolates!
Finally having put all your wares on show tell them how to push your buttons to get what they want, use graphics and banners to direct and make sure they know exactly what will happen when they do. Nasty surprises can often leave you in a sticky situation.
I hope you’ve enjoyed our little soiree and next time we’ll get to work on how to get in the right places to ensure that you get your first few seconds before the competition. The last thing you need is to find out your new prospect has already committed with your arch rival.
Book your next date with me here next week for part 3 as we delve into the SEO toolkit for the first time and find out where you stand in the ranks of the billions of pages all looking for their perfect companions!