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Copyright © 2008-2009 – Internet Consulting and Coaching, Inc. – All Rights ReservedPlease do NOT distribute this e-book to others. It is for your use only.Unauthorized distribution constitutes theft of intellectual property.Visit Our Website for Updates and Additional Copies: www.InternetConsultingAndCoaching.com
 
Successful Website Design Criteria
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Copyright © 2008-2009 – Internet Consulting and Coaching, Inc. – All Rights ReservedPlease do NOT distribute this e-book to others. It is for your use only.Unauthorized distribution constitutes theft of intellectual property.Visit Our Website for Updates and Additional Copies: www.InternetConsultingAndCoaching.com
Successful Website Design Criteria
The Prime Visibility staff is often asked “what makes your Company different?” We usuallysmile and graciously respond by stating a number of approaches, ideas, processes andother methods we follow that differentiate us from our competitors. A few of these arelisted below.As a “first step” we suggest that you sit in front of your computer looking at your websiteand then start reviewing the questions listed below. We are convinced that once you get tothe last question... you will have a list of action items identified that will greatly improve theproductivity of your current website. The “last step” is picking up the phone and calling usto discuss your findings.Think about your audience. Are they looking for immediate answers and solutions? We betthey are. Most likely these visitors to your website are very much like you. When was thelast time you responded to an ad in a newspaper? How about calling the phone number yousaw on a direct mail postcard. Chances are you use the Internet to search for informationand respond just like the rest of us. If a web page doesn’t “grab your interest” within 5-8seconds after landing on it… you move on! You live in a busy world with easy access toinformation, products and services to meet your wants and needs.We highly recommend you review the following questions to ask when building an effectivewebsite. The success or failure of the site and/or business may very well depend upon thedecisions you make after reading these questions:
Has the Internet changed traditional advertising in my industry? 
The truth is, people respond to advertising differently today. The Internet has changed thatforever. Many people read magazines while rarely looking at the ads. They flip through thepages at a high rate of speed and don’t even see most of the ads, let alone stop to readthem. The Internet has created a sense of high speed scanning of data while looking for the “nuggets” of information needed to make a decision. Designing a website must considerthese facts. The success or failure of the site and/or business will depend upon thedecisions you make after reading the following questions.
What do you know about your clients and prospects state of mind? 
When visitors land on your website, they have very little time to read what you say. Theyhave a need for information or a product and don’t want to listen or read your verbosedescriptions and comments. You have about 8 seconds or less to engage them and getthem to possibly take some sort of action. It could be as simple as going to the next pageor possibly making a buying decision. Website visitors are self-centered. Don’t try to becute with your messages. Recognize who they are and what they are about… then leadthem into the site by understanding their needs and wants ending at the point of conversion.
 
Successful Website Design Criteria
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Copyright © 2008-2009 – Internet Consulting and Coaching, Inc. – All Rights ReservedPlease do NOT distribute this e-book to others. It is for your use only.Unauthorized distribution constitutes theft of intellectual property.Visit Our Website for Updates and Additional Copies: www.InternetConsultingAndCoaching.com
Are people finding your website in a positive or negative frame of mind? Are they looking to “fix” something or are they looking to buy something new? Do most visitors land on yourwebsite wanting: 1) information, 2) a “quick fix”, 3) a bargain, 4) a large selection, 5) or aphone call, etc.? It is imperative to know the answers to these and many other questionsBEFORE you design the pages within your website. Not doing so will limit your conversionrate i.e. leads, sales, ROI and more!
Do you make website visitors feel you can help satisfy their wantsand needs? 
Landing on any page within a website [especially the Homepage] must make the visitorknow that you understand their needs, business, wants, and desires. We counsel clients inthe art of “What’s In It For Me” (WIIFM.) Focusing the website on the philosophy of WIIFMwill greatly improve the performance of the site and the conversion rates. Think about howyou feel when you land on a website and immediately feel like they know you. Aren’t youmore inclined to peruse the site and possibly buy from them or at least contact them?The more you put yourself into the “mindset” of the website visitor, the better chance youhave of converting their visit into something you want to happen i.e. buy, complete acontact us form, bookmark the page, pick up the phone and call you or any other method of measurable conversion.
What approach do you take when developing pages within your website? 
The need for information is at the core of the website content issue. What do you think youwould want from your website IF you were the prospective visitor or client? Assume youdon’t know as much information as you want in order to make an informed decision. Talk tothese visitors in a language they will understand. Make it short and to the point. If theywant more insight or information, tell them to click on the
more info link 
or give you a call.Your direction message is as important as the product or service you are selling. They willfollow your direction ONLY if you have built some level of trust or understanding. All this isnon-verbal and the delivery MUST be fast.
What are you “selling” to the website visitor? 
Are you focused on telling them about your product or service? Or, are you making themunderstand that choosing your firm or buying your product will deliver that special feelingthey are seeking by making the purchase? Are you appealing to their senses and theoutcome they will enjoy upon choosing to do business with your firm? It is simple… peoplewant to know that you understand what they want and need… and why! Give it to them...Look very closely at your website. Are you sure that you made the visitor know that youunderstand their needs, wants, problems, etc.? What techniques did you implement to getyour points across? Did you ask rhetorical questions? Did you look at your competitors’ websites to see how they address this issue? Can you do it better… and communicate
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