Web Talk & Tips - June 2007

WHAT EVERY WEBSITE REQUIRES

Call to action

Does your website prompt the visitor to take some desired action?
Some common calls to action include:

• Prompt visitors to call.
• Encourage visitors to fill out a form to request information or ask a question. This can be used for service businesses to develop leads. How quickly and thoroughly you respond may even be an indicator of whether the prospect will follow up with you or consider doing business with you.
• Ask visitors to sign up for your newsletter. Also used for creating leads and new contacts.
• Entice website visitors to purchase your product. Is the offer unique or a great deal? My girlfriend usually qualifies a satisfying purchase as "It was on sale" or "It was 30% off". The perception of getting a deal can entice potential buyers. Does the website appear to be reputable and secure to the point where I'll type in my credit card number?
  Several books relating to call to action and online marketing (amazon.com)

Contact Information

Make sure contact information is easy to see and that you don't make your website visitors search for a phone number or email address. A link to a contact page is standard and most people will look for that first. You can also display phone numbers, email addresses on every page so it's available no matter where your visitor is on your site. I like to see a phone number and address. This adds a sense of security that I'm dealing with a real business that I can call and not have to rely on email alone as a contact method.

Testimonials

Customer testimonials are a great way to let your visitors know that you've had success with clients. You can tell people that you're the greatest all day long, but when praise comes from someone else, it can have much more impact. Keep testimonials short, maybe a couple of sentences or a short paragraph that sums up the desired message. Of course, make sure you have permission to use the testimonial.

Purpose

Make sure that your website visitors understand in a few seconds what the purpose of your website is. Visitors should know what services you offer, what products your sell or what type of information you are providing. Some websites have too many messages or options and it becomes unclear what the primary focus is. If visitors have to guess what to do next, many will just leave or take no action. If you have a secondary product or service, expand that to another section of the site, or even another site altogether.
Don't make me think - Web Usability (amazon.com)

Ways to increase traffic

Don't rely on one or two sources to get traffic to your site. Depending on your industry, strategy and advertising budget, there are many sources that can be used to increase your traffic. This can range from:

• SEO: (Search engine optimization) Search engines index your site and rank it high because relevant keywords to your business are used properly throughout your website, you have related businesses linking to your site, you refresh and update your site regularly, Etc.
• Word of mouth: Don't underestimate the power of word of mouth to promote your website. Talk up your website whenever you're speaking about your business.
• Email: Use email marketing to send email newsletters to your customers and prospects on a regular basis letting them know what your business is up to. When you send an email to anyone, make sure your website address is part of your signature in every email.
• Print: Make sure your website address is on all printed material including business cards, letterheads, flyers, postcards and brochures.
• Advertising: Online advertising can drive traffic to your site, such as Google AdWords and other search engine advertising. You can list your business in the Yahoo directory or other directories, in the online version of the yellow pages and blogs. Most metropolitan areas have a handful of websites that list local businesses, some for free and some for a small fee.
• Networking: Join a networking group or chamber of commerce in your area to help promote your business and get links to your website from their website.

Several books about increasing your website traffic ... in a weekend? (amazon.com)

This newsletter is from NJE Design of Livonia, Michigan. We are a Michigan website design company and have been working with Michigan businesses for over 4 years. We'll work within your budget, deliver on time, and provide ongoing support for your Internet needs.

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