Whether you’re planning or upgrading your Web site, these proven principles can help.
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 be after:
1. A unique and positive image
2. An irresistible reason to stay past that minute
3. A lasting relationship
Here’s how you can accomplish those objectives in less than one minute:
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 agency within the first 10 seconds of visiting your site. If they see a handsome page that loads quickly and looks professional, they might 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 looking for something in particular not only want the right information; they want it from the right source. If your site looks like a novice designed it, you’re in trouble.
You don’t need fancy graphics, java scripts, and so forth. Just make sure that your home page is a place that would impress you. Do this with a professional logo, a crisp, fresh look, and user-friendly navigation links (if you don’t know what it should look like, or what information should be presented, call or e-mail me).
Get right to the point and give your visitors an irresistible reason to stay past that first minute.
Be sure that the first thing that your site displays is a reason for visitors to stick around. How the site can help the visitor needs to be glaringly obvious. Remember, they probably came looking for something in particular. If they’re forced to search for how your site might help them, it’s too late — they’re gone. To attract their interest, display a few lines of text, where your visitors will see it right away.
Here are two examples.
“We’ve helped thousands of customers save time and money on their insurance program. Come inside and see how we can help you do the same.”
“Do you really understand your insurance policies? You probably don’t even care, until you find out your loss isn’t covered. See what others have said about our ability to provide them with the proper protection from financial loss.”
Get visitors onto your opt-in list(s) so that you can form a lasting relationship with them.
This is the single most effective way to hang onto your visitors. Getting them to your site is tough enough; don’t let them get away without offering to stay in touch.
A few years ago, I visited an agency site that offered to add me to their e-mail list. They promised to send regular information to assist my family and me with financial planning. Because sign-up was free, I took a few seconds and joined. Every month for three years I received their monthly e-mail.
Out of 35 or e-mails that they sent me, I probably deleted 30 without even reading them. Yet one month I noticed an opportunity that I’d been looking for, and at the right price, on the subject line. Guess what? I opened the message, clicked to the site, and bought the product. While I was there, I also had the agency perform a full review of my insurance needs.
As you can see from this example, regular e-mail contact pays off. If not today, maybe next week — or next year. The cost of staying in touch is miniscule compared to the potential long-term rewards.
There are several ways to get visitors signed up. A simple “form-mail” fill-out form will let you add the visitor’s e-mail address to your private in-house list. Or you can use a pop-up window that gives something of value (such as a roadmap) in exchange for their contact information. However you decide to pull it off, just do it!
One last tip on this: Don’t ask a million questions in your sign-up form. Visitors might be interested in what you’re offering, but they’ll shy away if they have to reveal too much information about themselves. A lead is a lead. Ask for their name and e-mail address only. If you scare them away, they might never return.
In closing, remember that your Web site is the first thing that many people will ever discover about your agency. Make that first impression unique and irresistible — and make it last for years!