Stamford Business Outlook

by Arun Sinha

Words sell. Getting prospects to visit your website is just the first step. A well-written site is what helps turn prospects into customers.

Here are seven tips for creating a more effective website.

1. Make your home page irresistible. Your home page should hook your visitors and invite them to read on. Clearly state your offer. Give your visitor a reason to stick with your site.

2. Edit ruthlessly. Web copy should be at least half as long as printed copy. Write short words, short sentences, and short paragraphs. Use bullets, indents, and subheads.

3. Write in a friendly and informative tone. People go to the Web looking for information. So tell them everything you can about your product and its benefits.

4. Run your copy over several pages. The Web allows you to describe your product on one page, explain its benefits on another, provide technical specifications on a third, and place ordering information on a fourth.

5. Use graphics and text together to highlight key portions of your sales message. Use links and navigational aids to guide visitors from page to page.

6. Tell the visitor whom to call for sales, service, or investor information. If you’re selling a product, let your visitor know exactly what to do to complete the order.

7. Test, test, test. If something is not working, change it. Test alternate offers or selling points. The Web makes it easy and inexpensive to learn from your experiences and change your approach.