Building Better Web Sites

We often have people come to us looking for a web site and they start off with, “Here’s the content and here’s the logo.” That would be like starting off your home construction with interior design and where the furniture is going to be.

To design a good web site, you need to start with a good foundation. What is your goal? Be SPECIFIC. Being specific means going much deeper than “I want more business.” Being specific means thinking about how many new customers you’d like / can handle each week or month or quarter. Being specific means thinking about how your web site goals fit in with your overall marketing goals.

By being specific in your goal setting, you can then begin to build your foundation. If your specific goal is to get 15 calls a week via your web site (which you will then turn at least one into a customer) then you can look at your site plans and answer the very specific question, “What am I doing to entice or encourage the visitor to give me a call?”

There are many many ways to accomplish this but with that question in mind, you can begin to craft the site or a particular page in such a way that you’re helping the visitor to reach the conclusion that they should indeed give you a call. And don’t forget the obvious. The same week we put our phone number in the banner of our site, I closed a deal where the customer expressed thanks that we were so easy to get in touch with by having the number at the top.

But having your number at the top of the page is NOT a call to action. A call to action would be much more like “Have a pressing tax question? Call one of our advisors for a free 15 minute consultation” or “Call to schedule your consultation and we’ll give you a free _______ when you come in.” The blank could be a blender, USB drive, book, domain name or any other appropriate gift for your business.

So even if you’re not a web designer, you can still build a better web site.


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