Your Web site is the first thing that many people will ever discover about your business. In this document, Jack Fries tells you how to make that first impression unique, irresistible, and long lasting!
Whether you're planning a new site, or your site is already up and running, you should be aware that Web surfing is a fast-paced sport. Some surfers can hit 10 to 20 sites in a 10-minute span. That leaves each site about a minute (and sometimes much less) to reach three objectives that every agency Web site should seek:
- A unique and positive image
- An irresistible reason to stay
- A lasting relationship
Here's how you accomplish those objectives within 60 seconds, or less:
#1: Impress your unique and positive image in your visitors' minds immediately by showing an attractive home page.
A huge percentage of visitors judge your entire business within the first 10 seconds of visiting your site. If they see a handsome page that loads quickly and looks professional, they might well be compelled to stick around — at least long enough to see what's in it for them.
How many times have you clicked away from a site even before it finished loading? Yeah, that's what I thought. Me too. Web surfers are looking for something specific: The right information, from the right source. If your site looks like a novice designed it, you're in big trouble. Unfortunately, 98% of all agency Web sites look amateurish. Unless you had a competent professional advise you on content and layout, you've probably wasted your money.
You don't need fancy graphics, java applets, and so forth. Just make sure that your home page is a place that would impress you. Reach this goal with a professional logo, a crisp, fresh look, and user-friendly navigation links.
#2: Get right to the point and give your visitors an irresistible reason to stay past that first minute.
Be sure that the first thing your site displays is a reason for visitors to stick around. When someone comes to your site, they need to see how the site can help them, (not you — them). Remember, they probably came looking for something particular. If they're forced to search for how your site might help them, it's too late: They're gone. To keep them on your site, display a visitor benefit prominently, where they'll see it right away.
Consider these examples:
- “This site has helped hundreds of self-employed individuals in Shifting Sands, NM save thousands of dollars in Medical insurance premiums.”
- “Do you need advice on protecting your assets? Put our 150 years of experience to work for you. Browse our programs and current recommendations.”
- “Anyone can sell you an insurance policy. How many agencies show you how to protect your home and family for free?”
#3: Form a lasting relationship with visitors by getting them to take your opt-in electronic newsletter.
This is the single most effective way to hang onto visitors. Getting traffic is difficult; don't let visitors get away without offering to stay in touch through an e-mail newsletter. Here's an example:
A few years ago I visited an agency site that offered a free atlas in return for registering for a monthly free e-mail newsletter. Sign-up only took a few seconds, with clients and prospects receiving a helpful newsletter every month. The chances are that two out of three readers will delete these newsletters without looking at them. Yet one month a reader might notice a product that they've been looking for, and at the right price. Guess what? They'll open the message, click to your site, and contact you. After this contact (it's called marketing), who knows what type of products and services that they'll solicit from you?
Regular e-mail contact pays off. If not today, maybe next week — or next year. The cost of staying in touch is miniscule compared with the long-term rewards.
There are plenty of ways to get readers signed up. A simple fill-out form will allow you to add a reader's e-mail address to your private in-house list. Or you can try using a pop-up window that offers something of value in exchange for contact information. Be careful using pop-ups, though; there are many pop-up blockers available for free. However you decide to build a reader list, just do it.
One last tip: Don't ask a million questions in your sign-up form. Visitors who might be interested in what you're offering will shy away if they have to reveal too much information about themselves. A lead is a lead. Ask for names and e-mail addresses only. It's also a good idea to let readers know that your newsletter goes only to people in a particular region or state.
In closing, remember, that your Web site is the first thing that many people will ever discover about your business. Make that first impression unique, irresistible, and long lasting!