Three Steps To Making A Good First Impression – Getting Site Visitors Ain’t Worth Nothin’…

Editor’s Note: This week’s tip is courtesy of Searchhound.

FACT: More than 80% of Internet users find what they are looking for by using a search engine.

Search engines are a valuable marketing tool to steer visitors to your web site. That’s their job — to drive traffic to your site. What a search engine can’t do is make those users buy. That’s your job. Don’t blame the search engine if the traffic delivered isn’t buying. It’s one thing to get users to your web site, but if you don’t consider what happens to them after they arrive, you could be missing out.

First impressions mean everything. It only takes a few seconds for visitors to decide whether or not they want to do business with your site. To win them over, your site must be appealing, professional, credible and readable. The fastest way to scare away visitors is with a site that lacks professionalism, looks amateurish and “fly-by-night,” and is confusing. Basically – a site that makes a bad first impression.

Make a great first impression when visitors initially come to your site via a search engine, and you have a great chance in making a sale or at least getting them to come back in the future.

3 Rules To Making A Good Impression

I want you to take a step back and look at your Web site from your visitors’ eyes — as if you have never been to your site before. While doing that, I want you to go over the rules listed below:

1.) What’s The WIIFM?

WIIFM stands for What’s In It For Me. Your visitors want to know what you have to offer them and why they should get it from you.

Ask yourself these questions from a first-time visitor’s perspective: “Do I know (without spending much time) what my site is selling?” “Does it capture my interest?” “Is it laid out in such a way that it captures my attention and makes me want to learn more?”

Right off the bat, your home page needs to deliver the WIIFM:

• Use headlines with words that sell, such as “guaranteed”, “fast”, or “powerful”
• Use bullets to tell people what you offer and why they should get it from you — today!
• Use words that speak to your visitors, such as “you” and “your” – not “I” or “we”

   

Effective marketing copy (wording) says something to the reader, then makes them do something. This is the “call to action.” On a Web site, this action may be completing a form to request a “FREE $10 Munchie Pack,” or “enter a $500 Cash Giveaway,” or “place a free classified ad.”

2.) Does Your Web Site KISS Your Customer?

KISS stands for Keep It Simple, Stupid. One of the biggest problems with many Web sites is they try to say too much on the homepage. The key to successful Web site design is simplicity.

Ask yourself these questions from a first-time visitor’s perspective: “Is the homepage confusing — tries to communicate too much?” “Is all the friendly white space filled up with copy and graphics?”

Sometimes designing for simplicity isn’t all that simple. Here are a few tips you can follow:

• The best Web sites load in about 10 seconds at a speed of 28.8 Kbps. Believe it or not, the majority of Internet users still access the Internet at that speed. And, in today’s fast-paced, impatient world, nobody is going to wait for your page to load.
• The first thing visitors do when they arrive at your site is look for relevant copy (wording); they are looking for the WIIFM. Make clear, strong copy available right away. Use bullet points – stay away from long, drawn out paragraphs.
• Graphics slow down load time. So, only use clear and simple graphics that work with your copy and help visitors understand what they are looking for.

   

3.) Is Your Web Site Easy To Navigate?

The average visitor views two to three pages before leaving. Unless you keep it simple and familiar, you are two clicks away from losing their interest. If they get confused on where they are while on your site, they will leave. If they have to make too many clicks to get the information they want, they will leave.

Ask yourself these questions from a first-time visitor’s perspective: “Does this Web site lead me on an easy path to close the sale?” “Do I know where I am in the site at all times?” “Do I have to make too many clicks to find the information?”

Keep your navigation simple and consistent with the standard navigation clues used on most sites. The more familiar your navigation is, the easier it is for visitors to get around your site.

• Use global navigation across the top and bottom of every page. It includes links to the major sections such as “Home”, “About” and “Contact.”
• Make everything obvious. If they have to search for it, they may say “forget it.” So, label things clearly.
• Make sure they know where they are and how they can get back to where they were. Make sure you do this for every page. If they have to use the “back” button on their browser – you are just inviting them to leave.

   

Search engines might get the visitors to your site, but that’s just the first step. The rest is up to you. Remember, I want you to take a step back and look at your Web site from the eyes of your visitors while you go over these rules. Answer the questions honestly. You might be surprised at what you see from this new perspective.

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