Your web site is like a store. This is an analogy I’ve considered heavily since I became involved with content writing and Internet marketing more than a year ago. Chris Brogan recently wrote a blog urging you to consider what your store looks like, and what you are selling. I’d like to explore this a little further.
When people click on your site, they are walking through the front door. It is the first impression of your business that a potential customer will have. Are things neat and organized? Are there engaging signs, with the right material displayed in the right places? The online translation—is your web site designed properly?
Is it clear what you are selling? This means clear and concise copy. If you walk into a large store, and the tissues were next to the 99-cent bags of candy, most customers would be confused. This is the equivalent of vague copy on your web site, with no clear call to action. I see these items here, but what do you want me to do with them? There needs to be a logical layout and display.
Ever felt a little lost or overwhelmed at the supermarket? Your web site needs those signs at the top of every aisle, telling you what you can find there. Only on your web site, they are the navigational buttons. There should be a clear description of what to expect on the button, and the content on the page better meet that description.
What are you doing to attract customers? Many brick and mortars place ads in the newspapers. While that may not be the most practical or effective route for your business, you need a strategy to draw customers to the web site. This can be done through an effective social media campaign, as well as blogging. Find your customers where they are at, bring them in, and help them shop.
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