People search Google for 1 of 2 reasons:
- They have a problem to solve, they need information, guidance, options, and are looking for help in some form.
- They are bored and too lazy to go and have a game of golf, tennis, or mow the lawns, so they look for cat photos to amuse themselves.
It follows therefore that if you are setting out to be of interest to those in the first group, it helps if they recognise quickly that you have something of what they are seeking. Any Google search will throw up multiple options for the searcher to have a quick look at.
Most times when an SME recognises the need for a website, they hire a web designer, and stand back and let them run.
Wrong strategy.
The technology of websites these days is largely commoditised, the 18 year old down the road can often do the ‘techie’ end of a site construction quicker and better than many of the ‘professionals’ around.
The challenge is the marketing and graphic design of the site. This is all about the combination of the words being not only the right words for the visitor, but in the right place so they get seen, and the graphic design that makes the site visually interesting and engaging, and importantly, makes some sort of offer that leads towards the transaction.
The following has nothing to do with SEO, it assumes that you have been found, by one means or another, and your task is now to engage the casual visitor, and very particularly, that casual visitor who fits the profile of your ideal customer, in some sort of process that may lead to a (first) transaction. The reality is that if you are not attracting your ideal customer, the whole exercise will be at best, sub-optimal. The objective should be to get these people to step through the site to a positive conclusion.
The natural progression of eyes across a website is outlined below, as they seek the answer to the question in their minds ‘Will I find what I am looking for here?’
The basic principal.
Top left, to right, across towards middle left, then back to bottom right.
All of this is ‘above the fold’. Many of the more recent sites have a ‘rolling’ architecture, but that does not eliminate the old adage of ‘be above the fold’.
Let’s go into a little more detail.
The header.
The all important header, or headline, has to be specific, and deliver the value proposition that is directed towards the ideal customer, the answer to their question. Evolutionary biology plays a key role in the construction of the header. Our built in survival mechanisms register automatically the elements around us, is it dangerous, is it food, shelter, a potential partner, without us recognising at a conscious level these automatic choices. If your ideal customer registers in their ‘lizard’ brain that you are good for them, a significant part of your work is done.
The cost of failure.
Highlighting the pain points most likely to be felt by your ideal customer provides a barrier to them just moving on. The more you can highlight the problem they feel, the greater the chance that they will ‘stick’ on your site instead of moving on.
The Solution.
In the simplest words possible, how does your product/service solve the problem.
The plan.
Having established the ideal outcome, offer a plan, create the steps to achieve it. Making it easy to progress to the transaction and beyond by making the process transparent and easy is the equivalent of a ‘Close’.
Testimonials.
‘Social proof’ to use the psychological jargon is an extremely powerful tool. People, prepared to be identified and tell a listener how great your product or service is, how it delivered for them, are better than almost anything else in closing a sale. Even if the video is a bit amateurish, that is OK. get those testimonials.
Call to Action.
Make sure that you ask for the order, or the progression through the funnel to the next stage. Often asking several times lifts the closure rates significantly.
There is no need for clever graphics or fancy advertising slogans. Your ideal customer is looking to see if you can help them, or if they should speak to one of your competitors. The task of your website is therefore clear, by presenting a credible way of solving their problem.
No fancy embellishments, industry jargon to establish your creds, unintelligible sentences, words of 5 syllables, just simple, clear, uncluttered communication.
Help them to help themselves!
Header: is a common ‘wire-frame’
