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The Most Important Question To Ask About Your Web Site!

----------------------------------------------------------------- By Martin Gateshill - AdzInMotion - http://www.adzinmotion.com -----------------------------------------------------------------

When you design a website how do you start ?

Do you start with banner graphics at top, or order page or maybe sales letter ?

All of those are areas that have to be created but they're really not place to start.

The place to start is by answering one simple question about your site.

>> What do I want my visitor to do before she leaves? <<

We'll call answer to that your primary objective, single thing you most want a visitor to do before leaving.

Of course answer gives rise to another equally important question...

>> If she doesn't do that, what else would I like her to do? <<

We'll call answer to that your secondary objective, it's your fall back position. If you fail to convince them to take action that you most want them to do, this fall back action will still serve a purpose and get you other opportunities to achieve objective one.

The answer to these questions will define design of your site for you. Your site will ave to be designed so that it can react 'on fly' and lead visitor to objective 2 if you fail to achieve objective 1.

REALISTIC OBJECTIVES

Let's take case of a web site owner who's selling software direct to end user.

What would be primary objective for such a site?

Often site owner will decide that Objective 1 - one thing he most wants a visitor to do is to buy software there and then.

Great, that now defines site for him. To meet objective site has to be completely focused on that objective but, it may turn out to be unrealistic to expect to achieve it in one hit.

DESIGN THE SITE TO ACHIEVE THE OBJECTIVE

The sales copy has to describe a problem, lay out solutions and show how product available from this very page will solve problem now.

The copy must be compelling, it must describe problem that product solves in a way that creates detailed pictures in visitors mind. Pictures of day to day effects of this problem that visitor would really want to solve.

The copy must then paint pictures to create thoughts and images of life for visitor without this problem and how much better, easier or more profitable etc life would be if this problem could be solved.

Then, like 7th cavalry riding in, copy must link features of software to benefits that go with using it and problem being solved.

The more powerful links and more positive imagery created in visitors mind, more likely it becomes that s/he will be motivated to take action to end problem and buy product then and there.

The good feelings developed by copy can be reinforced by glowing testimonials from users who are already enjoying life with software and without problem defined.

A superb close should be used that reinforces all of good feelings achieved so far and adds value by careful positioning of price to be paid against real value of product and list of wonderful exclusive bonuses on offer if visitor orders now.

The visitor feels so positive she reaches for her credit card, completes order form and buys product.