It’s good to get back to basics. We forget them a lot of the time. Often times it’s what costs us the most online. We like “pretty” websites. We have visions for our companies and we want our websites to reflect that. But there can be a huge difference between pretty sites and effective sites.
DIRECTING VISITOR FOCUS
It’s easy to forget that we can only ask a visitor to do one thing at a time. So what is most important to you? What will you direct their focus to? What is the most important action they could take? Are opt-ins most important? Are purchases most important? Are new client leads most important?
“UGLY” WEBSITE AREN’T A MYTH
It’s common these days to hear sales pages tout “ugly” websites that make gobs of money. I don’t doubt that these stories are true, because “ugly” websites tend to be focused websites. They give visitors only one option to choose. “Buy or bye.” Don’t get me wrong, I’m all for engaging visitors and gaining not just buyers but raging fans, but there is something to be said for not confusing those fans. Give them the content they’re looking for and then ask only one thing from them, be it a sale, an opt in, or a Twitter follow.
Now look at each page of your website. Is each one optimized for only one visitor action? What could you do to make it clearer for your visitors? What do you have on each page that just distracts from that desired visitor focus?