Websites that Work

Why do some business websites yield fantastic results while others just flop? It may be due to several different factors. However, the most likely common thread among the websites that failed is that they were put together without any forethought. Creating a website is like any other business decision. The more effort and investment you put into it, the more likely it is to succeed.

The key is to approach it as you would any company project. Begin by creating a “project team”. What does a website project team look like? It will include a: 

• Writer to provide text that not only says what you want it to say, but also says it in a manner that will get your telephone to ring. 
• Graphic designer to give your site the look you are after.
• Web designer to bring the written word and the graphics together in the final product. A web designer will also make sure your company information can be easily located by the site’s visitors.

Once you have gathered your team of professionals, your next step will be to determine what information is important to your customers. You may need pages highlighting your:

• Products/services  
• Business history
• Company specialties
• Testimonials
• Contact information

To generate more traffic to your site you may also decide to offer information on: 

• Your industry
• What customers can expect when they conduct business with a company like yours
• White papers or case studies

When your creative team starts to put all the pieces together, remember that less is more. Make certain they:

• Avoid using too many graphics or too much text
• Include key phrases and industry words that might be used to search for your site
• Keep sentences and paragraphs short
• Speak directly to your target audience
• Provide the information clearly and concisely

By using a team composed of a writer, graphic artist and website designer, you will actually save yourself time and money. More than that, you will have a business website that delivers. 

Next month:  Sales Letters That Sell

Robin Kellogg, owner of R. Kellogg Associates provides companies of all sizes with text for their websites, brochures, sales letters and other marketing materials.