WHAT IS THE GOAL OF THE WEBSITE
Your website should be designed with the main purpose of getting the reader to take action. You want a prospect, referral source or center of influence to want to take action and call or email you after they have looked at your site. It’s the first step in getting a cold prospect to become slightly warmer. After they contact you the site has almost no value to the prospect. At that point it’s your sales skills that take over.
WEBSITES SEND A MESSAGE ABOUT YOUR COMPANY’S QUALITY
It is where 90% of your prospects or referral sources will go to get their first impression of your business. We like to explain the website as a communication gate. If a site if good the gate will stay open and the prospects will have a higher probability of taking the next step, which is to call or email. If the site is poor the gate closes and prospects will have little or no interest in initiating further communications with your company.
WHAT MAKES A WEBSITE “GOOD”
“Good” websites have:
- A visually appealing look and easy navigation system
- Concise content
- A focus on benefits, not their company history
- Links work
“Poor” websites have:
- Fuzzy graphics or logos and information buried in the site
- An overload of words and data
- A focus on their history and not what benefits you provide
- Use no bolding or bullet points to catch the reader’s eye
Make it easy for the reader to want to stay on your site. Does your website tell a good story or just rattle off information? Many web groups offer the design and technology component, but make the customer provide content and a strategy for the site. Visionary provides great design and writes the content for you.