The Two Biggest Web Site Mistakes and How to Correct Them

The Two Biggest Web Site Mistakes and How to Correct Them
Judy Cullins c. 2003 All Rights Reserved

Mistake One: No reason to buy.

Think about what your visitors want when they visit your
Web site.. They want free information. They want solutions to
their problems. Does your bio or mission statement talk to these
needs and desires? Does your home page have headlines that
urge your readers to click to your sales message? Do the
headlines offer a real, but outrageous benefits? Or, do you have
a nice "Welcome" sign, large colorful graphics, a long paragraph
on you, your services and experience?

Dump the long bio on your home page. Let go of large graphics.
They take too long to load. Develop benefit driven headlines
for each product or service right on your Web site homepage.
Headlines sell more than the copy beneath them. Keep all
paragraphs and sentences short. Potential clients and customers
don't care much about you. Your Web visitors want their needs
satisfied, they want solutions to their challenges, and they want
them now—in an easy way.

Mistake Two: You make it difficult or confusing for your Web
visitor to buy. Look at your Web Home page today. Do you
make links out of your benefit-driven headlines to compel your
visitors to go to your sales message? Does that copywriting sales
letter pull your reader to your "order page?"

Once there, do you make it easy to buy? You need to offer
more than one way to buy that may include a toll-free number
(women prefer this), a merchant account to process credit card
orders, and an order sheet your potential buyer can fax, mail
or call in to you.

It's important to check your links often. If you don't and you
have glitches, your visitor will leave to try another easier to
navigate Web site.

When you resolve these two biggest Web mistakes, you are on
your way to keeping your visitors returning to eventually buy
your products or service.