How long has it been since
“Internet Revolution” transformed world as we know it? Long enough that Web is part of everyone’s lives and everyone, even Grandma, has a website or two. Right? So what’s happening now with these hundreds of millions of pages of content? Are we accomplishing our utopian vision? Actually, this might be a time to revisit what we think we know. If you’re under about 25, or a propellerhead of any age (and I mean that in an affectionate way – being a ‘geek’, ‘nerd’, or simply ‘someone fascinated with new technology’ myself), Internet is like very air you breathe. For many others it’s a research tool, a communication medium, a shopping mall, news channel and even new, improved, interactive Rand McNally of our time.
While all of these aspects of web are cool or even fun, real ‘business opportunity’ of Internet was supposed to be ability to reach new, untapped markets more efficiently and effectively. So think about it in terms of your own business site: When visitors turn up on your homepage, what do you give them?
Haunted by “business as usual”? This might sound familiar: your website serves up usual assortment of company information, product and service details, executive profiles, and maybe a “news” section. It’s decorated with testimonials or stock photos. Maybe there’s a product demo, or some articles. Chances are it’s missing real action steps, and some of it is looking a little more like cobwebs in corner than a tightly woven web to catch customers.
It’s time for a re-weave. Or you might need to start your Web from scratch – to avoid ending up on “Websites That Suck” [http://www.webpagesthatsuck.com/] list.
In spirit of season, here are Top 5 things to do to avoid spooking your visitors:
#1 Post more than brochure-ware. The most basic, first-line purpose of a business website is to validate company’s identity. New visitors ask “Who are you?” and site tells them. Very simple. So make sure it really happens, in less than ten seconds.
After that, average visitor gets very picky about finding what they need. Make sure you keep information succinct, simple, and easy to access. Organize information in layers. If someone wants to read your eight-page brochure, they’ll ask for it, or download PDF you hopefully placed as a link.
#2 Be more useful. You don’t need to do anything “cool” like have a long Flash animation intro to prove you’re on ‘bleeding edge’ (how vampire-like). That was back in ‘99. Instead, offer something rewarding to your readers so they don’t feel like you’re wasting their time. Provide industry news that they might not have come across yet. Run an online poll or survey. Offer insight and helpful hints (something along lines of Knowbits) A great collection of links to other sites can also be very effective, plus boost your Google ranking.
#3 Make things sticky. When you look at your web statistics, are there hundred of page views, but you haven’t received one email? Who ARE all these people? You’ll never meet those potential customers if you don’t have action steps and a well-oiled mechanism for capturing information. • Make it easy. Gather contact info, but don’t ask questions like “how many locations do you have?” or “what’s your sign?” unless it’s essential to both you and visitor. (kidding on sign thing, except for Astrology.com) • Make it irresistible. You’re asking for valuable information. Offer something in return: A free evaluation, Starbucks gift cards, 30-day trial, a trip to Florida - get creative. • Keep it safe. Make your privacy policy visible, not in a footnote. (You DO have one, don’t you?) • Follow up. We all want instant gratification, even if it’s only a well-crafted email.
