Even though there are millions of websites in the World Wide Web and more being added every day, the majority of them do not adhere to the simplest of formulas for keeping their visitors engaged. Not only do you want engagement, you want those visitors to come back for more on a regular basis. and coming back for more.
By now the bulk of entrepreneurs understand the need for a web presence and what a well crafted website can do for their business. Your website lends a certain credibility to your business and is infinitely more flexible and dynamic than a Yellow Pages Advertisement.
Your website is a “silent salesperson” – representing you and your business on the internet. It is there to capture the attention (read eyeballs) of surfing visitors whilst engaging and educating them about your service or product offerings.
Rather than being an expensive static business card in cyberspace, the site should convey your value proposition and show your visitors that you are the solution to their problems. Unfortunately for most businesses they don’t research and know their potential customers wants and needs – their “pain” if you will.
If they did they would design the website to satisfy and deliver on several key objectives. One is to ensure that the website contains content that your target market is in fact interested in.
Another is formatting this content in such a way that it leads the visitor in and holds their attention. Once this is achieved you can then position your offer or capture vital details of your visitor that can then be employed in email marketing campaigns.
If your purpose is to entertain, then by all means entertain. If your purpose is to educate your visitor on the merits of your offerings, then do so. Deliver quality content that enlightens and gives your visitors exactly what they were seeking.
Make your message clear and simple whilst helping them solve problems that have motivated them enough to search the internet for a solution. Do this without forcing them to sift through a lot of unrelated information to get to what they really need.
If you want to really optimize the opportunities your website can deliver, then here are the main points you want to have included on your website:
- It should be designed with the keywords you want to be found for (and people are searching for) on the Internet
- Make sure there is a clear and irresistible offer to excite and motivate your visitor
- Galvanize the visitor with a call to action
- A mechanism to capture your visitors email and name as a minimum
- There should be a regular stream of quality content being added to your site
- It should feature videos and audios
- There should be consistent Search Engine Optimization (SEO) occurring
It is not enough to just have a site on the internet. It is a very crowded place and the competition is fierce, so you have to stand out to be successful.
It has been said that tacking your business card to a tree in the middle of a forest somewhere would be just as effective a way of promoting your business as putting up a website without objectives and a promotion plan.