I’ve analyzed hundreds of websites. You wouldn’t believe how many fail at clarity.
Clarity is the secret ingredient of an effective website. If it’s not written clearly, in an easy-to-understand language, all other efforts will fall flat.
What do you want your Website to do for you?
To measure (or create for that matter) that effectiveness, you must first know how you define success for your website.
Depending on the customer your targeting, the price tag of your product or service, your sales cycle, … these can be:
People only buy things that have a higher value for them than the price they’re paying for it.
What is your offer?
So, how do you determine the value of your product or service?
The list goes on.
Until the visitor is convinced enough to either buy from you or contact your sales department, your website most likely is the only place where you can convince your visitor why your product or service is better than your competitor’s.
This is a huge opportunity for you. And lots and lots of companies miss out on this one.
Don’t be one of them.
Know your customer!
How do you do that?
In order to do that, you need to know a couple of things about your customer:
What does a typical day in this person’s life look like? What are his/her routines, workflows. What kinds of tactics does this person apply to everyday tasks and situations?
How does this person see the world? How does he/she see him/herself in this world? How are decisions made? What beliefs and attitudes does this person have?
What skills does this person have? What is the career path he/she took up until the point he/she’s now? What is the next position this person aspires? What would the logical or desirable next step be?
What are this person’s overall goals, career-wise and on a personal level? What does that have to do with the product or service you’re offering? It better has got something to do with it, otherwise you won’t persuade this person to help him/her get ahead.
What kinds of problems does this person have to solve? Which situations frustrate him/her? What kinds of challenges occur on a regular basis?
What does the actual workplace of this person look like? The company, the office. What are the working conditions?
At what point of market awareness is the buyer? Are they aware of the problem they have and are looking for a solution? Do they know there is a solution? Or do they know your product or service is a possible solution and they want to see if you’re the best one?
The answer to those questions is critically important to keep your visitors on your page until they perform the desired action.
By the way, the number one mistake that most companies make is not to include a tag line in the upper left corner (just below the company logo) that states the offer in a couple of words. This tag line shows the visitors what you’re offering in the first 1-3 seconds (!) of his visit.
If they doesn’t find that information in the first few seconds they will leave.
First analyze, THEN change!
When a website doesn’t perform the way it should, the first thing to do is NOT to change something. This is the second thing.
Only then does it make sense to change parts and test them.
Many are wary of having their website analyzed because of the cost involved.
Keep in mind that changing things about your website, without knowing what parts are the ones that work its way more costly than performing a professional analysis that gives you an overview of where you stand.
You can’t reach your destination if you don’t know where you’re starting out.
With a professional website analysis, not only will you know which knobs to turn, but also in which direction.