Do You Know the Purpose of Your Website?

How to Design Your Website Architecture
July 11, 2013
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Do You Know the Purpose of Your Website?

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Often clients ring me and say: ‘I need a website. I don’t have a massive budget. How can I avoid the pitfalls?’

So, in the next few blog entries, I’m going to outline the Pink Rottweiler’s tips for smooth sailing when it comes to building your website – especially if you don’t have a pile of cash to get someone else to do it for you.

Here are the Pink Rottweiler’s tips for creating a website that will work for your business.

TIP NO. 1

Outline on your home page exactly what your business offers your customers or clients

This may sound obvious, but it is something that is often overlooked.

Think about it: How many websites have you visited where you haven’t been able to quickly work out what the business actually does? How often have you become frustrated and clicked off to explore other sites?

Recently, I was trying to replace a piece of metal fencing in my garden and I wanted an exact match so it would blend in with the old fence. Naturally, I tried to find a company that was near to where I live because I didn’t want to pay a fortune for delivery. I ended up in sites where I couldn’t tell whether the businesses sold fencing material, were fencing contractors, were fencing material wholesalers or were hardware stores.

I did a lot of ringing and driving around before going to my local hardware store and asking where I could find what I was looking for. It turned out the shop I needed was a

Avoid Website Headaches

mere ten-minute drive from my house. Unfortunately, they didn’t have a website that:

  • Matched the keywords I used when I did my Google search
  • Told me clearly on the home page what they could offer me.

So, make sure you always specify on your website home page exactly what your business can do for clients and customers. That way, there is a much greater chance it will herd potential customers through your sales-conversion funnel instead of someone else’s.

TIP NO. 2

Think about what you want your website to do for your business before you start designing it

I’m often surprised when I talk to clients and discover that their objectives for their website are pretty vague. They seem to think that all they need is an online presence.

I’m sorry to disappoint you. These days a ‘vanilla’ website isn’t enough for most businesses.

When it comes to creating a good website, you need to be very specific about what you want visitors to do once they enter your site. Do you want them to:

  • Call or email you to make an appointment?
  • Buy one of your products online?
  • Subscribe to your eNewsletter or blog?
  • Buy your eBook?
  • Visit your café or restaurant?
  • Visit your store in person?
  • Come in to your office for an initial free consultation?
  • Make an appointment?

In the advertising world, this is the ‘call to action’. Basically, you need to tell your customers (nicely, of course) what you want them to do when they arrive at your website.

In the next instalment of Words that Bite the Pink Rottweiler will look at how important it is to organise information clearly on a website.

Are you too busy running your business to think about your website? Would you like someone to look after it for you? If so, call the Pink Rottweiler on +61 (0)409 609 903 or email me at info@pinkrottweilercopywriting.com.au.

Who is the Pink Rottweiler? The Pink Rottweiler is Genevieve Burnett – a copywriter who will take the time to research your business and come up with the smart words to sell your product or service.

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