With every website having different requirements, a key step in deciding how your site should work is to clearly define its function and what results you want to get form the site. When it comes to the content of your site, there are a few points you should always bear in mind. The following will hopefully give you a starting point to see if your site covers the basic rules.
Grab the readers attention
Use a strong headline to grab peoples attention on the home page. Remember your company name and what you do is not necessarily what will grab peoples attention (unless it is Apple, Microsoft etc.!). You need to engage the visitor right from the start.
Sell benefits not features
Whilst a lot of people think the reader is interested in your business, it is almost always the case that in fact they want to know what’s in it of them. So focus on what benefits they will get from using your product or service.
Dual readership path
When crafting your content, remember that readers will go down one of two routes i.e. reading everything or skimming. By the carful use of headlines and bulleted lists make sure you get your key message over no matter which route they take.
Offer a guarantee
A guarantee can often be the deciding factor for making a purchase if it is well crafted. Ideally a guarantee should make the purchasers feel that buying from you is practically risk free. Another tip is to consider using a guarantee that overcomes a buying obstacle.
Clear simple navigation
It is a well know fact that visitors to any website will not stay long if they cannot find what they want quickly and easily. Make sure your navigation is clear and simple to use. Also ensure that wherever anyone is on your site they can quickly and easily get back to the home page.