What Do You Want Your Website Visitor To Do?
August 21, 2008
When you talk with most website designers the first question that they ask is “What kind of look and feel do you want.” That is the last question that we ask our perspective design clients. The first question that we ask is this “what do you want your visitor to do on your website?”
This should not be overlooked. It comes down to this; is your website designer interested in your websites success or theirs. Website designers by whatever form of training that they have are not marketers. We have interns who are formally trained with MIS degrees and lack any marketing skills. Most web designers do not take an active role in the creation of the sites content.
We first define what the websites goal conversion is then we work back from there. Most websites have one basic goal that they want the visitor to accomplish for that visit to be considered a success.
Service based businesses primarily are attempting to generate a sales lead through a phone call or an email. They may have a secondary goal to sign up for a newsletter. The consultant or business coach may be after the newsletter sign up as their primary goal with a phone inquiry as a secondary goal. The blog owner may simply want you to make a comment.
As you can tell we left out the websites that are selling products online out of this discussion. The process is similar but since we don’t work with E-commerce sites we will not make any suggestion for this group, however, we believe that this group can benefit from this approach as well.
Once the ultimate goal has been established you can begin to construct your content to bring that visitor to a buying decision, even if that buying decision is only a phone call. How then do you accomplish this?
This is where you rely on a tried and true sales technique right out of sales 101. This process is known as a features and benefits presentation. You simply tell the visitor what you do and how it benefits them and then you ask for the sale. It’s really that simple. Now, let me ask you how many websites have you visited that have taken this approach?
You may be asking yourself why this isn’t done more often. The answer is basically this website designers are not generally marketers. They are skilled at code and not selling. We are first and foremost marketers who build websites and that give our clients a huge advantage.
We figure if the features and benefits approach is good enough for the automobile industry than its good enough for us. Think about it, when you go to the car dealer, what happens? They tell you about all of the cars new features. Then they explain how those features will benefit you, and finally they ask for the sale.
If your website has not been built with a features and benefits approach and doesn’t ask for the sale on each page then maybe it’s time for a change.
We invite you to join the conversation and leave a comment. We also invite you to continue the conversation on your blog or perhaps use a trackback, or even maybe social bookmark this article, give it a Digg it, or Stumble it.
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If your business is located in US, Canada, or in the Arizona cities of Scottsdale, Tempe, Mesa, and beyond and would like to learn how your website can benefit from a blog please call Tucson SEO at 520-777-6479.
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L E Depot is a fully automated system that allows you to get new links to your website.
Admin: This is part of a spam post that we kept to make a point. We will never recommend the use of any automated link system or network. The use of these networks can and will have a negative long term impact on your website and could possible to your website banned.