The first, last and final frontier
People rely on websites to: review when researching what’s offered; learn more about a referral; find alternatives for a project, purchase or resource; look up basics such as hours and contact info; map a location; evaluate options in a category; learn about the team; and so much more. Your website could be a first touch or a final validation. That’s why it must be the heart of your marketing.
When someone has found your website, deliver what they’re looking for. Make it easy to see what they need, where to go next. Help them understand what you offer and why they should choose you. Keep it simple, visual and easy to read. Don’t alienate them.
Start with these 5 basic rules:
1. Don’t “go where no one has gone before”
Familiar, friendly, direct and conversational copy will draw readers in. Invite people to look further and give them a reason (benefit/outcome/result) to keep clicking through. Use the Flesch Reading Ease test to create active copy that’s easy to read.
2. Don’t make them probe
Analytics show the contact page is often in the top 5 most trafficked pages. Add your phone number and an email link at the top of the page so visitors won’t have to search deeper for your contact info.
3. Stop mysterious disappearances
So many web pages are filled with copy that just stops. Give your visitors the next step, another link, a call to action, related pages. Keep drawing them into the mother ship. Don’t abandon them at the end of the page.
4. Abandon crop circles or cosmic writings
Your website is not for you, it’s for your visitors--whether they’re next door or from a place far, far away. If you fill it with complex writing and weird visuals you understand but visitors don’t, you’ll lose them. Keep it simple. Avoid inside jargon or long descriptions and keep text large and open. Copy and graphics must work together to tell your story (and “What’s in it for me?” for the visitor) at a glance.
5. Take me to your leads
Your website should be cultivating warm leads for you, people who have raised their hand (filled out a form) to tell you they like what you provide. When you offer a download or useful info in return for filling out the form, you’ll see more leads.
We’ve got a few downloads for you, too. The “6 Website Essentials” checklist adds to these 5 basic rules. For a broader view of your marketing strategy and brand position (another must-have for an effective website) download our "9 Tactics to Optimize Your Brand" guide.
Interested in all things alien? Visit McMinnville, Oregon May 15 and 16 for the second largest UFO Festival (fondly known as Alien Daze) in the country. The parade at 2:00 on Saturday is a hoot!
If you're ready to rethink your website (and your marketing strategy) to be found by the right people, to engage visitors, to capture leads and grow your organization, let's talk. Just reply to this email.
