By Jeff Yancey
I have assembled here a checklist of 17 mistakes to avoid when designing your website if your primary goal is to make money with your website.
Mistake #1 - Opening your website with a Flash page
Opening a website with Flash (any kind of screen that takes time to load and counts down numbers and make people wait.Not only will it hurt you in your search engine rankings because search engines do NOT like flash sites (nobody told you that did they).
So it can cost you traffic.
Second and more importantly, you have about SIX seconds to get your customer's attention before they click the "BACK BUTTON" and leave yoursite (probably forever).
Don't believe me, when you get to one of these sites, how often do you wait for them to load. You probably just clickthe back button. People want to immediately see what they came to your site for. It's all about being relevant. Designers love to "play design games"but that's not what sells.
If you want me to design some graphics for your website, email me at: admin@hiddenvaultEmail.com and we can talk aboutwhat you want and get you some graphics that catch people's attention and help make them stay at your site. Becuase if they never read a word ofyour site, how in the world are you going to sell anything?
Mistake #2 - Requiring readers to click a link rather than scroll to finish reading the information or sales presentation.
This is also called a mini-site. You may have heard that term. I recommend that you have a mini-site for each and every product you sell, evenif it's part of your main website.
The award-winning websites want all information on a page to fit on your screen because it looks neater and tighter -- more award winning. But it’s easier for readers to scroll than to click a link.
Scrolling allows readers to hold their finger on a button and scan your headlines and subheads. If something grabs their interest, they can read (without clicking).
Clicking and waiting for another page to load takes time. It’s annoying to a reader. It’s a sales killer and it often stops them from reading. -- kind of like intermission at a long movie or play. If the movie isn’t much good, the Intermission is often when I leave, for good. How many times have you seen a bunch of empty seatsafter an intermission? Point made.
As I stated earlier, the average time a surfer spends on a Website is about six seconds. Don’t waste time by making your reader click and wait to read. Put the entire article or sales presentation, your entire presentation on one page, even if your reader must scroll and scroll and scroll to read everything on the page.This is called "direct marketing" and has been proven to work for years and years online and offline. Then don't forget to ASK for the order at the end.If you don't ask, you won't get!
Mistake #3 - Too many graphics, not enough attention to copy
A picture is truly worth a thousand words and you should have some pictures as long as they are RELEVANT to what you are talking about/selling. And be sureto put a "caption" under each picture. And make sure it furthers your sales goals because captions under pictures are one of the most read parts of your websites.Even skimmers will read captions.But ultimately, it's your words that will sell.Pictures and graphics are supporting exhibits for the copy. Just make sure your site is neat and easy to read. I like the fonts "verdana" and "georgia" seem to increasereadership. Would you believe that the type of font you choose can make a difference in how many people read your site?
Mistake #4 - Lack of focus
How many times have you been to a website and you had no clue as to what you wanted them to do. Your website or page should be releveant to ONE thing and be focused on having your visitor do ONE thing. Either opt-in to your email list, or sell a product/service etc.Make sure you make it clear as to what you want them to do. The saying "Confuse 'em and Lose 'em" you be your motto of what not to do.
If you sell many different products and services, you should have many different Websites dedicated to each product and service you sell.
See, when people search the internet, they are searching on a specific keyword, they are looking for one and only one thing. They will buy from the website that is selling that one and only one thing -- because it appears to visitors that you are an expert in that area. Peoplelove to buy from experts. Position yourself as an expert.
Nobody wants to buy from a jack-of-all-trades and a master of none. Do you?
Mistake #5 - “Welcome to My Home Page”
Three words: "Don't Do It!"
Nobody cares about you or your home page. They only want to know what's in it for them. They don't care about you, your logo or your flashing banners. They cameto your site looking for something specific - give it to them or your bank account will be empty.
Mistake #6 - No attention-getting headlines or subheads.
Many web surfers tend to scan your website instead of read every word. You have two main groups of people. One group reads every word you write. They may even readyour website multiple times. Others just scan it because they are in a hurry. So it is important that you get their attention with a headline.
A headline is like hand that taps your scanner on the shoulder and says “look here.” Headlines and subheads tell your scanners what all this text is about. I have found that "Who Else" Headlines work the best. For example. "Who Else Wants To Learn How To Catch More Fish Than Your Buddies And Make Them All Jealous."
For A list of headlines, I'll be soon putting up a headline "swipe file" that you can swipe from me to get ideas for your headlines. Don't steal them word for word,just use them for inspiration.
Headlines are what suck your readers into your copy. If your headlines are fascinating, your readers won’t mind reading a lot of small print to get the details.
Mistake #7 - Boring Writing
You can't sell anything if your writing is boring. Your headline is designed to get your potential customers reading. But if your first sentence you write is boring, your reader will probably leave and never come back. Every you write must be so interesting that your reader reads the next sentence. Think about your favorite author.
You can read a 500 page books packed with tiny print. But the story is so interesting that you can't get enough. You probably can't wait for their next book to come out. So start by telling a relevant and interesting story related to your product.
This will hook people in and keep them reading if you do it right.The great salesmen are great storytellers. Interestesting stories and writing will help you make more sales.
Mistake #8 - Failing to build your sales message around the keywords and phrases your customers and prospects are typing into search engines.
The search engines want to make sure your website is relevant - relevancy is the key.It must contain and be all about the keywords you’ve selected. Afterall, that's why people came to your site because they were looking for a specificthing. GIVE IT TO THEM.
Mistake #9 – Frames
Don’t use frames in your website. 'Nuff said. If you don't know what frames are, don't worry about it, just don't use them. Search engines hate themand so do many of your web surfers.
Mistake #10 – “No Navigation or Confusing Navitation”
Check out:
http://www.webpagesthatsuck.com
He uses the term "mystery meat navigation."The term “mystery meat” refers to processed meat (i.e. hotdogs, baloney and school cafeteria meat) where you have no idea what’s really in the meat. Flanders is talking about navigation buttons on websites that don’t tell you where they will take you.
Mystery meat is also produced by links that don’t explain what they are until your mouse rolls over them. Website designers love these rollover links because they look cool. But they create frustration for the site visitor. When doing your navigation buttons, don't get fancy.
Remember the K.I.S.S. formua. "Keep It Simple Stupid." You'll get many more people using your navigation buttons if they are clear and simple.
Mistake #11 – Navigation Buttons in Strange Locations
This is another favorite thing site designers try to use to show how artsy they are. They put navigation buttons in strange locations – just put your navigation buttons on the the top, left or right and make them simple. The old term "Confuse 'em and Lose 'em" is key here. Make it easy for people to find exactly what they are looking for.
Mistake #12 – Confusing Navigation Structure
Mistake #13 - Music
Lots of people surfing sites are already listening to music or other things on their computer.They didn't come to your site to listen to music. They came to your site looking for what you are selling.
And don't forget,everbody has different taste in music. You may just love the song you have on your website, chances are, your customers won'tgive a darn about it. In fact, they will probably leave.
No music - unless that's what you are selling and people have searchedfor your type of music.
Mistake #14 – “This site requires [browser name] version x or higher.”
Not everybody has the lastest web browser. Make your site simple that works with virtually all web browsers created within the last 5 years.
Mistake #15 – Too much Java Script
A large percentage of people have javascript blocked on their computer. So avoid java script whenever possible. Search engines do not like java script either - so it can potentially hurt your search engine rankings as well
Now, you might need some Java Script on your site for sign-up forms and other interactive features. But use it sparingly.
Mistake #16 - Fonts
I have found that serif fonts work best for readership. I alluded to this earlier. For headlines, "Impact" font can be good and should generally be in red to get people's attention. Red actually stimulates people's brains and there is some evidence that it also increases adrenaline. It exictes people.
Think of how a beautiful woman in a red dress gets your attention.
Mistake #17 – Making it too difficult to buy
Make it as easy to buy from you as possible. Just present your sales presentation for your product and then ask for the order with an orange "Add To Cart" button.This has been shown in tests to work better than buttons that say "Buy Now."
To Your Success,
Jeff Yancey
Hidden Vault LLC
admin@hiddenvaultEmail.com
No comments:
Post a Comment