This is not rocket science, however, so many web sites miss the boat completely in terms of delivering the right message to the right audience. It’s easy, just to follow a few simple principles and the results will speak for themselves.
No business can be everything to everyone, and if they say they are, then they are dreaming. So choose a market that your products and services match and serve that niché well.
From our experience, you need write very focused messages to your chosen market. As a very simple example, if you want your prospects to call you, have your phone number in a very prominent position on every page, not just on the ‘contact us’ page.
Group together blocks of information on your site to serve that audience, even if you have to deliver the same information to several places on the web site, at least the user won’t get lost as they move around and investigate your service or product offering.
So the rules of the game have changed. ‘Our Service’ and ‘Our Product’ pages are OUT! Look at smarter ways to delivery a cleaner message to your target market. Chris has written another article about this topic in more detail – please read for more discussion.
Posted by Jason Hawkins on 24 May 2006
