Why do some websites succeed and others don’t. Your idea might be great but the execution of your website could be wrong. In this article we look at the main points behind successful websites.

Awareness

Prospects must be able to link a new solution to an existing solution.

• Examples
• The first car was first called a horseless carriage.
• SMS succeeded when it was branded as text messaging
• Rules to follow
• Look for related products, link your product with existing high traffic product keyterms.
• Ensure your websites prominent features emphasise these links.

Trust

Without trust people will not purchase

• Rules to follow
• When personal details are given use SSL
• Provide industry accreditation details & logo
• Provide contact details on every page
• Give details of your offer – If it seems too good to be true, explain why you are able to give such an offer.
• Do not disguise who you are – in some cases being small is attractive to prospects.
• Give testimonials
• Allow people to post feedback – Con men don’t ask for customer feedback.

Image

A website’s image is the same as a shops interior or a salesman’s presentation. If the solution you offer is different your image should be different.

• Examples
• An undertaker who specialises in non cemetery biodegradable coffins may choose to leave the traditional sombre colours and take a greener lighter approach. By doing so they are further demonstrating their uniqueness.
• Rules to follow
• Collect a few recent designs and mark out elements suitable for use.
• Look at the tradition colour used by the market. Do they fit the solution.
• List the specific elements required on each page.

Persuasion

A website’s content persuades the prospect to complete your desired objective.

• Rules to follow
• Pictures communicate better than any other content
• Flash movies must be quick and to the point
• Sentences must be short
• Bullet points used when possible
• Heading every change in topic
• Split solutions into pages
• Text lines should be within 400px for easy reading
• People fill out forms better than sending e-mails

Last update : 26-10-2007 08:44

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