© 2002 by Scott T. Smith, Copywriting.Net

Figuring out what makes a smart, profitable Web site is a process of elimination. Look around at what's out there on Web. Take a very close look at your competitors by inputting your key words into a search engine. You will be amazed by what you find.

There are certainly sites that are great, and full of good ideas that you can take and make your own. But majority could use a good housecleaning.

Let's define a smart Web site by first identifying various red flags. Get rid of these problem areas, and smart Web site is revealed.

There are 7 main reasons why Web sites fail in their basic structure, even before they begin to market their presence to customers. People will visit Web sites for 3 primary reasons: to find information, to be entertained, or to make a purchase. Listed here are roadblocks that get in their way.

1. Red Flag #1- Contact Information Is Difficult To Find

(Somewhere, deep beneath some hidden link lurks contact information. You know it is there, because nobody would be so stupid as to leave this crucial part out. Would they..?)

Knock this red flag down by putting your contact information on home page, and adding links between pages within your site. Include name, phone, fax, email, and surface mail address prominently. Show visitors clearly on your home page how to place an order with you. Make it easy for them.

2. Red Flag #2- Not User-Oriented

("How about giving visitors really useless information about something I find "cute," or that really tickles my personal funny bone? What if I bury content I've advertised -- material my potential visitors are hungry to find -- beneath layers of my exceptional personality? After all, this is my Web site. Isn't it all about ME?")

The truth of matter is that visitors to your site are totally self-centered. They are looking for what they can gain for themselves, and they want it NOW. Give it to them first, beginning with home page, or they will be gone in a click and they won't be back, ever.

Right away you must give them an up-front reason to stick around, and to get lost in your site. Tell them to BOOKMARK your site. Demonstrate in your writing and graphics that they have arrived at their dream site, filled with benefits for them, about them, answering their specific and important needs. PS: Tell them about "YOU" later.

3. Red Flag #3- Too Difficult To Navigate

("This site best viewed through Netscape Navigator version 18.c- download a copy now -- only 18,000k, so smoke 'em if you got 'em because it'll be awhile -- bye for now, but then come on back so you can proceed. By way, we've modeled this site after a rat maze, because our feeling is more intellectually challenged you are, greater appreciation you will have for our fabulous content- IF you can find it, because there are a ton of links taking you away from here to other sites all heck over cyberspace…")

This red flag flaps very loudly indeed. Here are 4 simple rules to observe:

- Everything you offer visitors should be no more than 2 clicks away.

- Your sales information is never more than 1 click away.

- Prominent links at top of pages get higher click-through rates than those buried deep within.

- Organize your site like your favorite magazine cover. The cover equals home page; articles headlined are all your other pages. Just like you when you read a magazine, not every article/Web page will have same appeal for a visitor. Provoke their response with a headline, 'forcing' them to click and take a look inside.

4. Red Flag #4- Too Many Bells And Whistles

("Less is more? Says who? We're on leading edge, so we go for titanic graphics; really dark screen colors to separate us from all those other sites; 3D, textured backgrounds for sake of interest (just don't try to read our pages); frames, just because we can; lots of jiggling java and other "cool stuff," at least a dozen a screen… And sound -- just download extension! So you connect at 14.4 kbps -- so what? We're worth wait!")

Definitely not. Until online world has across-the-board access to high speed modems, and everyone uses very same browser you do, it's best to follow these 7 basics:

- Keep it simple.

- Try to keep each page size under 30k, and never over 40k.

- Use a solid background on text-heavy pages (white is best).

- Test. Connect through a 14.4 kbps modem to learn how long it really takes to load.

- Don't put graphics at top of your page, because they take longer to load. Place them beneath a benefit-laden headline and opening salvo of your text.

__HOW TO GET TESTIMONIALS FOR AN EXISTING PRODUCT

If your product or service has been available for some time, then it's not that hard to find out how your customers feel about their purchase or your service.

1) Unsolicited Testimonials.

Your customer may be so thrilled with your product that he or she just has to let you know how happy she is. As a courtesy, you may want to acknowledge her message and ask for permission to use her testimonial in your promotions and on your website.

2) Ask.

Don't assume that happy customers will write to you. Be proactive! For example, you can contact your customers and ask them for feedback on your product or service. You can even include an evaluation form with your package to save time. You'll get both valuable suggestions for product improvements, and hopefully some testimonials as well.

I've found that customers will often email me with a question or comment that shows how much he appreciates my product or service. I answer email thoroughly, then follow up with a request for a testimonial.

__HOW TO TESTIMONIALS FOR NEW PRODUCTS OR SERVICES

What do you do if your product is brand-new? You may not yet have customers, or perhaps your product/service is something that takes time before results can be seen (for example, a dog training tutorial).

1) Get a 'Personal Referral'.

Ask colleagues, subscribers, or previous customers from another product line to attest to your knowledge, integrity, great customer service, or how your other product has helped them.

2) Approach a Colleague for a Review.