Joan B. Marcus Communications

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Finely Tuned Website Delivers Results (Business Edition)

Date : 2008-05-06

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Finely Tuned Website Delivers Results

Don’t let your website become an expensive investment that does not deliver bottom-line results. Fine tune it with a succinct message and striking graphics to keep customers coming back. Here’s how:

•Have a clear message that is short and to the point. You have seven

seconds to entice a visitor to continue exploring your website. Make the most of this brief window of opportunity with a marketing message that clearly indicates what you can do for your customers and why your solution is better than the one offered by your competition.

•Make your website easy to navigate. Make it easy for visitors to find the information they want by grouping content in a logical manner. Minimize the number of clicks necessary to get to a desired page. Test links often so visitors don’t reach a frustrating dead end.

•Use photos to tell your story. Your website should be visually interesting. Use photos that enhance your copy and message.

•Keep your copy succinct so visitors don’t need to scroll. People have a tendency to read only the copy that fits in one screen length. If your copy extends beyond that, it may not be seen. Solution? Edit relentlessly. Eliminate unnecessary words. Use bullets.

•Keep information current. If you want people to return to your website, give them a reason to come back. If your most recent newsletter or press release dates back three years, it’s time for an update. Keep page copy updated as well.

•Watch out for typos. A typographical error may not seem like a big deal, but it says a lot about your attention to detail. Proofread your website before it goes live and when you make changes to it. Log on occasionally and read a page or two. You may be surprised at what you find.

•Get rid of jargon. Every profession or industry has a language of its own, a type of communication shorthand understood by a particular group. To people outside your professional circle — and possibly your customers — these words are often meaningless and annoying.

•Deliver what you promise. If you offer a newsletter, send it on a regular basis. It is a great way to stay in touch with clients and speaks volumes about your ability to follow through on a project.

•Make it easy for visitors to contact you. Encourage people to contact you. Your website is an important tool that allows you to reach out to prospects and customers. Make the most of it!

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