Does your Site have Online Visitor Appeal?
It’s vitally important to put as much design thought into your virtual storefront as you would to attract customers into your brick and mortar store.
Everything you write on the web should respond to your prospects questions with a clear defined answer. This will help them arrive at your website to view your product or service, ready to buy.
SEO is about enhancing a web site in order to increase the number of visitors the site receives from prospects conducting a search using the search bar on search engines. There are many aspects to SEO, from key word phrases on your web page to the way other sites link to your site on the web. Sometimes SEO is simply a matter of making sure your site is structured in such a way that search engine spiders and bots understand.
If possible, ask someone who has never viewed your website before the following questions while viewing your website…
1. When they landed on your site, where did their eyes go first?
Website visitors typically have the attention span of only eight seconds before they click away and go to another site. That means your landing page must “hook” the visitor straight away. What’s something that is eye catching or interesting to them that caused them to respond?
2. Is it Immediately Obvious what your Website is About?
You have a limited amount of time to display what brought the visitor to your website in the first place. Did they come via a search bar, or a clickable link? If there are too many distractions and they cannot find what brought them to your site, then the visitor will get frustrated and leave never to return. Is it obvious to your visitor what you’re offering?
3. Is the Important Information “Above the Fold?”
If the website visitor has to scroll down the landing page to find what brought them to your site, they will most likely click off your site never to return. Make sure that your Unique Selling Proposition (USP) is clearly spelled out is clear font, or with an eye catching image or video to watch. Explain your uniqueness over your competitor’s in one sentence or less. Explain why someone should do business with you, instead of your competitor. Is your uniqueness obvious when they landed on your site?
4. Are the Benefits of Choosing you Obvious?
A visitor to your site wants to learn the benefits of using your product or service as quickly as possible. (WIFM) What’s in it for me (them?) Features are important too, but not as important as to the impact of using your product or service will have on their life … Connect with their emotions. Will you save them money, lower stress, or save them time, etc? The product or service you offer needs to state clearly that you have the solution to their problem. That’s why they were searching on the Internet in the first place. Is your solution clearly stated?
5. You must have a Clear Call to Action?
There must be a prominent, clear Call-to-Action on your website. Your Call-to-Action may be a buy now button, start a free trial, subscribe to your blog, learn more tab, or something else along those lines. You must through your Call-to-Action, capture the visitors email address. They have landed on your site, Congratulations! Don’t let them leave without getting something from them. The World Wide Web is a huge place with over 4.5 billion pages indexed on Google every month, and you where honored by their presence. Keep the relationships going by staying connected with them through a newsletter, product promotions, discounts, etc., using an auto responder service attached to your opt-in form works great. Can your visitor easily find your opt-in form above the fold and does it have a motivated call to action?
6. Are the Colors and Images Aesthetically Pleasing?
If your website is too busy, or too bright, or too dark in colors, you will lose visitors. Too bright can hurt their eyes; too dark can cause a depressed emotion. Take a little time to coordinate colors that are cheerful but pleasing to the eyes. Implement high-quality images that enhance your message. Is your website color pleasing to the visitor?
7. Is the Font Readable?
Make sure the font is easy to read on all your pages; use Tahoma, Verdana, or Arial which is easy on the eyes. Stick with a simple font in a color that contrasts with the background and other colors of your website. Make sure the font is not too small so they have to squint their eyes in order to be able to read the text. The older the people viewing the site, typically their eyesight have some form of deterioration, so take this into consideration. Is your font easy to read?
8. Are there no Bulky Paragraphs anywhere on the Page?
Website surfer’s attention has gotten shorter. As we mentioned earlier, you only have a few seconds to grab their attention. Long, bulky paragraphs, especially in small print are likely to get skipped or scare visitors away. Try breaking up your copy into three or four line paragraphs that get the key points across and make for an easy quick read. Is your text inviting to read?
9. Does the Navigation Menu take them where they want to go?
Site design and usability are important. Think about what information you would want to find if you were visited this site for the first time? Plan your navigation menus accordingly. There should always be an “about us” page and a “contact us” page where visitors can contact you via email or by phone. There are even free WordPress widgets that allow live chat. Instant connection with visitors who land on your site. http://wordpress.org/plugins/the-casengo-chat-widget/
10. Can Visitors Learn more about you and your Company?
Because of all the scams that take place online, visitors for their own protection and security want to know that they are dealing with a legitimate business. Having an “about us” page is a great way to show the world why you are the expert in your particular field or industry, and the best choice to hire for that service, or buy a product from. Include a photograph of yourself and all your employees if you have some. Include your Google Places link, and a map as well as your physical address, so it reassures the visitor that you are a real business. Include your business license, certifications or qualification in that field.
11. Is the Writing Style Conversational?
What I mean by that is a small to medium sized businesses need to relate to their customers in a friendly tone and on a reading level that they can understand. Statistics revealed that the American average reading level was that of an eighth grader. Start your paragraphs with an engaging headline or tag line, but make sure you have an approachable conversational tone to your writing. Does the visitor want to buy from you?
12. Is there an Opt-in Form above the Fold?
A web form is really the only way to capture leads from your website visitors. Forms provided by Mail Chimp or Aweber are great! Make sure your opt-in form is visibly placed above the fold. The better the offer: 5 Tips to…, How to…, or Inside Secrets to…., etc, to capture their name and email address, to receive your free download, the more people will fill it out.
Is your form eye catching as soon as they landed on your page?
13. Are you using Multimedia?
Multimedia is a great way to add character to your website and for visitor’s to connect with you on a more personal level. Videos and even podcasts are a great multimedia options where visitors can see you in person or hear your message in a way that appeals to them.
14. Are there Links to Social Media Sites?
Today it’s all about Social Media. 75% of your target market is already connected to social media in some form or another. Include links to Facebook, Twitter, LinkedIn, Pinterest, and other social media platforms that you are connected to. Even if they don’t fill out your web opt-in form, they may choose instead to connect with you through Social Media.
Your website must attract customers and keep them coming back for more.
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Effective Internet Marketing
Fay B. Bolton