WEB DESIGN APPROACH

Web sites respond differently from other advertising media for two primary reasons.  The first is that web users are incredibly impatient. The second is that they are incredibly smart.  The more we treat people on the web like they are impatient and smart, the higher the conversion rate from visitor to contacts.

So how exactly does a web site treat visitors as impatient and smart?  By giving them what they want, on their terms, immediately and with humility.

Some of the specific ways you can achieve marketing success on the web are by making sure the following web marketing elements are in place on your web site’s home page.

Ø  Use a strong marketing headline that is focused on the site visitor.  Try using the word “You” or “Your” instead of “me” focused words.  The headline should be the dominant element on your home page and should be larger than your logo, your company name or your tag line.

Ø  Make your service or product the “hero” of the home page.  Use pictures and relevant text that features what you do for them.  Link directly from those images on the home page to detailed pages with extensive information and more pictures.

Ø  Use a clear “call to action”.  Tell the site visitor, on the home page, exactly what you want them to do.  People will read your site content at length if it answers their questions, so be sure to ask for the business at the end of the page or article. 

Ø  Be consistent with your branding.  Use your logo and keep the colors consistent with your other marketing materials so your site visitor immediately knows exactly where they are.

Ø  Make it easy to contact you.  It is OK to use a “mailto” link but it should be in addition to a contact form for higher response rates.  Put your contact information on every page.

Ø  Use appropriate color and imagery throughout your site.

Ø  Search engine optimize your site no matter how well known your brand is.  With all of the viruses and tacky web sites on the net, your visitors will *not* guess your site name but will go through Google or Yahoo just to be safe.  If you are not listed then you are invisible.  Let us help you register your site with the most popular search engines.

Ø  Interact intelligently with your site visitor.  Every brand is different of course, but there is always a creative way to interact. 

Your site visitors really are just as impatient and smart as you are, and they want to be treated that way.  Executing the web marketing fundamentals in their entirety will greatly increase the conversion rate of visitor to contact.