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Moving communication campaigns into action |
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Brilliant words for web sites Here is a back issue of Marketing Booster, the email newsletter that Richard Groom writes and sends free every fortnight to subscribers. You can subscribe here or read over 60 back issues using the back issues index page. This article suggests six areas where the words on your web site just have to be brilliant. If you already have a web site, why not review your site in each of the six areas mentioned? Improve them all, one by one, and pretty soon your site will have taken a big leap forward. So where do the words HAVE to be brilliant? 1. The home page. Your home page has to grab people's attention and sum up what your business can do for them. It must also make people want to know more, or else they won't stay. How many home pages just have a logo or a couple of bullet points? What a waste of an opportunity. Intrigue people. Excite them. Make them feel: "At last - I've reached a place that can help me." 2. The directions. First, make sure that the home page tells people where to go next. Think carefully about where this should be. Ideally, it's to a page that will get them even more interested in what you can do for them. Then, think about where you want people to go after each page, and why. Never end a page without a 'click here' link to move people to more good stuff. In most cases, you will want to steer people first to the really useful information, then to the place where they will take some action, such as an enquiry form. 3. Headlines. As in all marketing tools, the headlines are everything. People read them first. So make them snappy. Make them scream, 'This site will change your life for the better.' Have a good and different headline on every page. The headline must encourage visitors to read the page. The headline must indicate that they will benefit from doing so. 4. About your business. You look at some sites and simply can't work out what the business does. Make it obvious - but do it by explaining what you can do for people, not by talking about yourself. And don't forget to include all your contact details - ever tried to call someone urgently but can't find a phone number on their site? 5. Calls to action. Ideally, there should be lots of these on your site. You want people to ACT as a result of visiting your site. So include things that encourage people to take yet another step in the sales process, even if they aren't ready to buy yet. Examples include offers of free information, offers of free help, subscription to a free email newsletter (e-zine), book a consultation, reserve a place at an event etc. 6. Evidence. Do everything you can to convince the sceptics. People won't just believe everything you say. So include proof that you can deliver what you say you can with testimonials and case studies. You can also increase your credibility in other ways. For example, have you had any articles published on other sites? Or have your products been reviewed elsewhere? Third party coverage speaks volumes to your site's visitors. Copyright 2003 Richard Groom |