02.05.09 —The Three Key Ways to Make Your Website a Success
Author Pure Ink Creative
Your company website can stand out and attract visitors in three simple ways. It must draw visitors in, keep visitors on the website long enough to understand what you can offer and keep visitors coming back for more.
If you feel that your current website is under-performing and the subject of online marketing brings you out in a cold sweat then check out our simple guide below to help you understand what you need to do…
1) Entice visitors
Your website has around three seconds to catch your visitors' attention or they're likely to click away. In order to keep your visitors interested you need a website which has an original design and layout and an enticing headline on every page.
Take a look at your website - are you happy with your design? Do you feel your headlines will compel your visitors to keep reading? If the answer to either of these questions is a no then it's time to make sure your website is reaching its potential.
Be honest about what your strengths are, if you have a great business brain but writing isn't your forte then contact a website copywriter to help you with the content on your website. Website copywriters are paid to write headlines that draw visitors in and make sales.
Also, contact a selection of web designers who have a good knowledge of marketing and communicating your message to your visitors. Ask them for ideas and a quote to see what they would do differently in terms of the overall look and feel of your site. It's never too late for a re-brand; if your site has been up for some time and isn't attracting visitors then you need to start to make changes.
2) Hold your visitors' attention
You should constantly be monitoring how long your visitors stay on your website for. If the average visitor sticks around for thirty seconds or less then it probably means that they've taken a look your website and then clicked away.
You need to be aiming to keep the visitor on your website for at least a few minutes so that they can read three or four of your main website pages otherwise they won't have a true understanding of what you can offer them.
Informative and enticing website copy is one way to hold your visitors' attention. Your website copy needs to be written to appeal to your target audience. It needs to be interesting, compelling and persuasive and you need strong calls to action on your website pages so that your visitors can easily contact you or buy from you.
If you don't have a dedicated marketing department or someone who specialises in online marketing then consider contacting a website copywriter. Website copywriters specialise in writing persuasive and targeted content for the web to help businesses generate enquiries and make sales.
3) Keep visitors coming back
Not all of your visitors will buy your products or contact you to make an enquiry the first time they visit your website. The majority of online customers will either compare your service and products to your competitors or take some time to consider their purchase before making an investment.
You need to make sure that your website has enough compelling, informative and interesting content to make visitors return. Weekly updates to your website via blogs and articles can provide a human element to the business and they are also a great way to share company news and advertise promotions.
It can take time to write the content for these so if you don't have someone in house who can provide the copy for blog posts and articles then consider contacting a website copywriter. Experienced website copywriters can produce compelling blog posts and articles for a variety of businesses in different industries, some even offer discounts for multiple articles or blog posts.
Originally published in the February 5, 2009 Entireweb Newsletter.