Ending the Confusion
Can Bring In More Sales
©
2003 Viki Nygaard
You are free to reprint this article
in your publication as long as the resource box located at the
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With all the Web sites I’ve visited during my time on the
‘Net, I am still amazed to find one very common and widespread
problem. Focus – or the lack of it. One of the most basic
aspects of designing and writing copy for a site is frequently overlooked
– and it is costing Web site owners everywhere big time in
lost sales.
This may sound like an “idol threat,” but it is a hard,
cold fact of Web life. Statistics have proven time and time again
that you have roughly five to seven seconds to get the attention
of your visitor. If you don’t let them know immediately what
you do and how you can benefit them, your competitor’s site
is just one mouse click away.
When your site design and copy don’t work in harmony with
each other the result can mean the passing over of your site in
favor of one that is more self-explanatory. So back to the basics
we go. How do you pool the design and copy elements and create a
site that lets the visitor plainly see who you are and what you
do? Here are a few tips.
1. Never assume. While you may fully
understand who you are, what you do, and why your product or service
can save the world, chances are your site visitor will not. If
they had all the knowledge you do about your product/service chances
are they would be able to perform the task themselves. Take the
time to clearly state the purpose of your site, the benefits of
your product, and what you can do for your visitors.
2. Give directions. Again, this goes
back to never assuming. Don’t believe for a minute that
Web surfers (who travel at the speed of light) are going to read
every single word of your ordering instructions. When you want
a visitor to download an ebook, move to a new page, “click
here” to order, etc., be sure to make your directions obvious.
3. Be bold. For important functions,
get bold with your design elements. If you want your visitors
to call you for a free consultation, make very sure your phone
number leaps out at them. Don’t hide it in plain, black
type in the middle of your copy. Want them to sign up for your
newsletter? Have your subscription box high on the page, and in
colors that will be easily noticed. Want them to order? Give them
a large button using a contrasting color so they don’t miss
it in their haste.
4. Don’t be flashy. While flash
can be an exciting addition to a site, it should never comprise
the entire index (home) page. Over 85% of Web surfers say they
always skip flash intros. On sites that do not offer a “skip
flash movie” link, the visitor leaves immediately. Those
are some strong numbers. While flash can be used in moderation
to effectively make a point or highlight your company’s
focus, be careful not to overdo it. Statistics show that the vast
majority of your visitors will leave before they’ll sit
still for an entire flash presentation.
The best bet overall? Write and design your site in an effort to
answer the five W’s: who, what, when, where and why. Taking
the time to make sure your visitors have a clear and immediate understanding
of who you are, what you do, and how you can help, will result in
more sales or responses for you.
Viki Nygaard is President of Mount Evans Designs specializing in professional
Web design. For those businesses who insist on quality but must maintain a budget,
visit http://www.mountevansdesigns.com
today. You'll be thrilled with the exceptional designs and the affordable rates!
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