You're in the market for something -- let's use a new computer, as an example. You visit a number of sites. One has beautiful, award-winning graphics. Another has some cool Flash animation. A third boasts some really hip interactive menus. Then you find a site with a simple layout and design, that makes it easy to search for the kind of computer you need, get prices and specs, and contact their customer service department. Guess which site will get your business?




Testimonials

There's a reason that major corporations pay celebrities millions of dollars to endorse their products: it works. Third party recommendations, or testimonials is one of the most powerful tools there is.

But you can't just throw anything on your site and expect it to work. Your quotes should be short and to the point, focus on how you help people, and be credible. Take the time to do this right, and your potential customers will have a good impression of you right from the start of the relationship.





Content is the real draw

Hundreds of millions of people may be on the Web at any given moment. But the ones you're interested in are the ones that are customers -- or potential customers. How do you get them to purchase from you? By filling their needs. And that's where good content comes in.

What's in it for me?

The number one mistake that most sites make? Not being clear about what they offer the viewer. When a viewer gets to your site, they should know in the first 10 seconds what you can do for them.

That doesn't mean a mission statement, or your company's motto, or how long you've been in business. It means that you tell your visitor -- from their point of view -- how you can fill their need. Here are some good examples:



Sell benefits, not features

You've probably heard that one before! That's because it really does make sense. Your customers probably don't care that your product has "twice the power" that the old one had. What they will care about is the fact that it helps them complete the job in half the time. That's a benefit.

Communicate your message

The way your text is written, even to the headlines, section names, and "blurbs," is all part of the communication process. Everything works together to get your message across to your viewers. So look not just at the details, but also the whole picture.
A picture is worth a thousand words

Here's another adage that rings truer than ever. While words can communicate ideas, foster thinking, inform, and much more, nothing generates emotions like visual images. So if you can use graphics -- not just to "be cool," but to generate a reaction which inspires action -- then do it! (For example: Did you know that simply placing graphics of the credit cards you accept on your purchase page can increase sales 10 to 15%?)

Get to the point

You should use the minimum amount of copy to get your message across. Your pages don't necessarily need to be short, but they should be as short as possible, while still communicating effectively.

How do you do this? Edit, edit, edit. Constantly refine your copy so that you remove all the fat, and leave only the meat. It can be difficult, but your customers will appreciate it!

Break it down
We have an expression here at Caroff Communications: bite-sized chunks. You can give people a lot if information, as long as you give it to them in amounts that they can digest.

Got a long list of choices? Group related items into categories, and offer those categories, with the option to drill farther down. Lots of important information to get across? Reduce it to shorter "blurbs," that visitors can expand at will. You get the idea: organize your content so it's palatable.

Speak with one voice

Is your company's personality fun and whimsical? Smart and savvy? Whichever persona you choose to present to the world, it should be a comfortable fit for the company.

You should also remain consistent throughout all your communications. In other words, don't come across as cute and quirky in one section of your site, then change to straight and serious in another area. Viewers should get the same impression of the company no matter what page they're looking at.

Make it count

Your content is the most important part of your Web site. So don't just re-package some of your print materials for the Web. Take the time to create enticing, compelling copy that sells your product or service as effectively as possible.