DOES YOUR WEB SITE HAVE PEOPLE SAYING ‘WOW!’?
by Maribeth Kusmeski
These seven questions can help you evaluate the WOW! factor on your Web site:
- Does your site stop people in their tracks with a compelling messaging or headline?
- Do you think visitors know they’ve arrived at the right place for their needs when they visit your site?
- Do you find that visitors regularly go to two, three, or more pages inside your site?
- Does your site have strong “hooks” and calls to action?
- Do you think your site evokes a response of introspection, laughter, fear, or discussion?
- Are you receiving first contacts from prospects through your site?
- Are your referrals and prospects finding and visiting your site before they seek an appointment?
The answer to all of these questions should be, unequivocally, YES! If you use Google Analytics (www.google.com/analytics) you can track the answers to many of these questions without guessing.
The most important aspect of your Web site is the messaging. No matter the design of your site, your words must be powerful and compelling to your target market. Fewer words are better; however, the words you choose must move visitors to take some action. Web site writing requires an approach that focuses more on marketing than information. Your copy need to explain who you are, as much as what you do. It needs to grab visitors so that they’ll notice and continue reading. Ideally site copy should compel visitors to act on something (contact your office, download a free report or white paper, sign up for your e-mail newsletter, register for a seminar or event, etc).
The second most important aspect of Web site is the design. Compelling design needs to include elements of interactivity such as short videos, pictures of the staff in your office, easy-to-use navigation, social media, and immediate access to valuable information.
If your Web site doesn’t meet these marks, I’d recommend that redesigning and rewriting the site to grab the attention of those who find their way to it. Many of your visitors will probably be referrals who might need just a little push forward. Fixing the copy on your site provides a relatively quick fix to transforming the site into a marketing tool that will convert visitors into interested prospects and ultimately clients.
Maribeth Kusmeski is president of Red Zone Marketing, LLC; 1509 N. Milwaukee Avenue; Libertyville, IL 60048; phone: (847) 367-4066; fax: (847)-367-5226; e-mail: [email protected]; Web site: www.redzonemarketing.com.