Table of Contents
This post is a part of the Getting Started series for Prairie Mountain Media’s Site Builder. The information in this post is applicable to all websites but it specifically speaks to the Site Builder. Did you want to find out more about the Site Builder? Email me at firstname.lastname@example.org
HOW EFFECTIVE IS YOUR SITE?
These are some things to think about while designing your site.
- Is it obvious within two seconds what you do?
- Does it serve the desires of a real or well-imagined user?
- Is there an attention-grabbing *Value Proposition that is followed by proof?
- Is there a clear *Call To Action on every page?
- Is there *Social Proof (particularly on “Home” and “About” pages)?
- Is the navigation simple and where expected?
- Is it clear there’s a trusted company with real people behind it?
- Does the copywriting engage the target visitors (speak in their language with personality)?
- Can content be scanned quickly for meaning (good headings and use of space)?
- Is content arranged to provide a seamless user journey?
- Are your SEO “keywords” ones you can compete for?
*Value Propositions (VP) can be the most important thing on a site. Imagine selling newspapers without headlines.
Usually, it’s a header followed by a statement.
Header Example: “Get fresh, hot pizza delivered to your door in 30 minutes or less — or it’s free.”
Domino’s Pizzas used this for targeting students and appealing to the “Lizard brain” i.e – I want food now.
“Melts in your mouth, not in your hand” (M&M).
“At 60 miles an hour, the loudest noise in the new Rolls-Royce comes from the electric clock”.
“When it absolutely, positively has to get there overnight” (FedEx)
(a unique sale proposition (USP) is not quite the same… USP is how you different to competitors – VP is what customers can expect from you. VP is a more customer-centred internet approach)
*Call To Actions. Web pages are User Interfaces. If the only action a visitor can take is to leave the page an opportunity is lost . 70% will never return.
*Social Proof is easily scanned proof you can be trusted:
- Partnerships with known companies
- Believable testimonials
- Social following
- Memberships to organizations
- Pictures of your team and customers.