So, you want to know what can make your website really
effective? I cant tell you. It is your concern for
visitors. Understanding their needs and their wants.
Responding to their wishes, because you are building
the web page for them - not for you, right?
So, take a look at your website and examine how it fits in with the
psychology of your visitors. Keep in mind that people act and react
differently on the web - so much so, that sometimes it is difficult
to believe that these are the same people who behave so "normally" in
the "real" world.
They are always rushing
Maybe because they have soooo many places to visit, maybe because they
feel guilty that they should be doing something else. Whatever the
reasons - they are always in the hurry.
They have in their hands a deadly weapon (mouse) and they click away
whenever they get bored (and they DO get bored really fast and easily).
Make sure then, that your pages load fast, that you tell people quickly
what and where they can find information and provide them with a way
to jump to any page from anyplace with really easy navigation.
They expect a LOT for free
People on the internet are on the internet because they know that it
is a gold mine of free information. They are expecting to find it -
and they will. Once they find it, if the gold mine is really rich -
they come back for more. And they send their friends to visit the same
However, they simply refuse to come back to the place that didn't interest
them when they landed there for the first time.
Build your offer around the rich, free content like (AuthorConnection.com).
Don't think about selling - but about what you can give. Then, and
only then, offer them something so incredibly valuable, that your visitors
will be willing to pay for it.
They don't trust easily
People on the net are often misinformed and even paranoid about buying
on line. They are aware that anyone - even a 10 year old kid - can
build an awesome website full of unique graphics and they need to be
skillfully persuaded before they are ready to leave a name or e-mail
address. And they need to be persuaded even more before they will hand
you their credit card number.
Don't even think about selling something in the first paragraph - resist
selling on the home page at all. Use it to establish rapport and to
provide information. Romance your visitor and use as many ways as possible
to inspire their trust.
They love to click
Their mouse-finger is literally begging them to click. They will request
and subscribe to just about anything that somehow looks promising -
as long as it is offered free of cost and you don't ask for too much
information. Your visitors will enter chat rooms even if they plan
to remain silent, they will vote, and they will even click on some
advertising banners - all for that thrill of clicking.
Make sure then that you satisfy their need to push that mouse button
while exploring YOUR site. Use that craving to your advantage
- ask them to subscribe, to vote, to click for more information, to
ask questions. If you don't give them opportunity to interact, they
will click anyway: they will click to surf away.
Don't follow into the steps of those who try to change the surfers
habits instead of taking advantage of them - it is a very costly mistake!
Wanda Loskot is business coach for self-employed professionals
who LOVE what they do but HATE to sell! She is author of the award
winning newsletter, "Referrals Unlimited."