Do you want a pretty car or a work horse?
Okay, in your personal life you probably want a pretty car but you want your website to be a work horse. Yea, it can also be pretty but if it’s not working for you, then what’s the point of having a website?
By working, I mean helping your business and your revenue grow. Unless you have a website with no monetary incentive — perhaps to share ideas and inspire others — but most of my clients have a website to promote their business and the services they provide.
With this in mind, here’s a look at what I believe are the most important elements needed to maximize your online presence.
You provide a service and you provide it best to a certain type of person, so priority number one is to clearly communicate the following:
The more clearly and succinctly you do this, the more likely your website will help you connect with potential customers or clients.
The two key words are clearly and succinctly. Clear concise copy on your website is the greatest gift you can offer!
Clear, succinct copy that immediately speaks to your ideal client will help ensure they remain on your site long enough to know if they might want to work with you or establish an ongoing relationship with you.
Clear Calls to Action
And once they decide they want to enter into some form of relationship with you, make it easy for them to do that — meaning, provide clear calls to action on every page of your website.
That could be a newsletter sign up form, a link to learn more, an invitation to connect on social media, or a link to a free offer on your website.
Whatever it is, make it easy for your visitor to continue the conversation with you.
Conversation is really about creating connection. Like me, my clients want to serve those they best serve and not simply sell a product. This means your website and the various calls to action need to facilitate conversation and open dialogue with the visitors who decide to connect.
When someone signs up for your newsletter, don’t only send them information; invite them to share with you as well.
When someone connects with you on social media, send a personal response and engage with them.
Make it a two way conversation.
Form Follows Function
Form follows function is a principle associated with modernist architecture and industrial design in the 20th century. The principle is that the shape of a building or object should be primarily based upon its intended function or purpose.
Same goes for your website. The design and layout of your website should be determined by its intended function or purpose, not by a desire for pretty or flashy!
Which brings me to my final point.
Is Your Website an Investment or Expense?
Buying groceries is an expense. Paying rent on an apartment is an expense. But spending one dollar to make two dollars — that’s not an expense but an investment.
To get a website that works for you will most likely require spending some money. When you see this as an investment — rather than just a mandatory expense — the more likely you are to find and work with someone who can help you create a work horse and not simply a pretty website.
What about you? How do you make your website work for you? Let me know in the comments section below.
If you would like to learn more about how to create a website that works for you, sign up for my newsletter (newsletter sign up form bottom of page).