Your web site is like a flight of stairs into your business. Once you've got prospects to your home page - your online front door - you want to move them to action. If you miss a step or two, prospects will fall and won't make it in the door to your business. If you put the last step first and your first step last, prospects won't find the steps you want them to take.
There is a hierarchy of information and elements you need to present to prospects to make it easy for them to become customers and clients. This is not what most small business owners provide on their web sites. Most sites lead with a boring description of services and credentials. This tends to push prospects away.
Before you build your web site or start to fix a site that isn't attracting as many clients as you'd like, take a minute to clarify the objectives of your site. Marketing objectives for web sites for most independent professionals and small business owners should be:
Lead Generation - Build your list of qualified prospects who are interested in your products and services but not quite ready to make a purchase. First time visitors to the site need to be able to quickly identity if they are in the right place and determine whether you can help them. Make it easy for prospects to qualify themselves.
Establish Credibility- If people found your site by searching the web, you have a lot of work to do to prove that you can help them and deliver on what the site promises.
Sell Your Products and Services - Of course you will want to include information about your products and services, but if you rush this step, you'll lose prospects before you've created the context that will move them to a purchase.
PUTTING YOUR STEPS IN SEQUENCE
Now that you know what you want your web site to do, define the key elements that should be on your home page. Put these in the correct sequence and more prospects will do what you want. You'll generate more leads and more sales. Here's how.
Use the blueprint above to construct a web site that sells. Build steps that will lead prospects into your web site and motivate them to give you their name, email address and phone number or to contact you about your services or to buy your products. Build steps that will move them from prospects to clients and customers.
About The Author
Charlie Cook helps independent professionals and small business owners attract more clients and increase their earnings with the 5 Principles of Highly Effective Marketing.