We recently finished developing a web site for a customer who, long after he approved designs and layouts, would still point out other sites that he thought had some redeeming feature.
Without fail, within seconds of seeing the other sites, we were able to point out why his site design will be far better at generating business.
Fortunately, the customer understands that generating new business on the internet means driving traffic to his web site. He has contracted us to carry out SEO (search engine optimization) and PPC (pay-per-click advertising) campaigns, both of which will get him lots of traffic.
So, how can we tell, from only a quick glance at a homepage, that another site will probably not generate as much business as his? (Even if they do lots of SEO and PPC.)
Our customer’s product helps to insulate homes and that’s what the other sites were doing – OK, they didn’t increase the R-value in anyone’s house - but they insulated their web visitors from a call to action.
None of the other sites had a contact telephone number, or even an email address, plainly visible on the homepage. There were a few nice designs (some almost as good as ours!), but still, web visitors would have to click on the “Contact Us” page, or scroll deeper in the homepage, to find a number to call or some other way of converting.
These extra steps are like layers of insulation between your customer and the most important information on your site.
The more “insulation” on your site, the less chance you have of converting your hard-earned visitors.
Driving traffic to your site isn’t an end, it’s a beginning. Once you get them there, you should make it as easy as possible for web site visitors to become customers.
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