The Critical First Step to Designing a Website

Here’s a hypothetical.  You’re a business owner who has created and sells the world’s most amazing pen.  It never clogs, its ink is visible in three light spectrums and it comes in a one-of-a-kind color: celestial.  Well, congratulations; your website probably doesn’t need any kind of focus or direction because your product is one-of-a-kind, and you sell it by the gazillions.

Now, let’s try reality.  You’re an action coach who provides motivational and organizational mentoring to your clients.  You provide amazing service with a personal attention to your clients’ lives that is seldom seen.  But, the reality is, you’re competing with many other action coaches all vying for the same market share.  So, you decide to make a website to help build your business.  What’s the first step?

Believe it or not, the first step is perhaps the easiest, although many people overlook or struggle with this.  It’s just as simple as answering this questions:  “if a person makes it to my website, what do I want them to do there?”  A few common answers to this question are:

1. I want them to sign up for a newsletter.
2. They should buy something from my website this instant!
3. They need to know more about my essential service; have them call me!
4. I want their email address so I can get back in touch with them.

I’m pretty sure I’ve never heard the, “I just want them to stop by, look, then leave” answer.  But time and time again I see a website that serves as a brochure, but doesn’t entice, direct or otherwise encourage a person to DO something.

So, what do you do now that you have the answer to my simple question?  The next steps vary, but there are a few things to keep in mind when you implement it. Here are a few examples for obtaining an email address:

First, your answer, or call to action, should be one of the most prominently displayed items on your website.

If you want your client to send you their email, put it front and center!  Pick a spot at the top of the page, or prominently displayed on the sides, but for the love of all things virtual, don’t place it at the bottom of your website.  Also, keep in mind that your prospects are either very busy, or very lazy, but assume they are one or the other.  Do NOT give them complicated forms or questionnaires to complete.  Make it simple and to the point.  Remember, if your call to action is to get their email address, then ask for it without requiring a bunch of extra “stuff.”  Filling out an online form ranks up there with speaking repeat-a-english with a virtual phone customer service representative.  People want to talk to people, not give their life’s story to a form.

Second, if you’re asking for an email address, promise your client it’s safe.

I know that I’ve personally used about 10 different email addresses to “register” for a site just to get in, or sign up for something.  I have no idea what these sites use my email for, nor am I inclined to give them permission to use it as they see fit.  If you want a bona fide client email address, promise them it will be kept safe, won’t be sold, or used to market to (unless that’s a reason for asking for it) and tell them what the email will be used for.  The more assurances you give your prospect that you have their best interests at heart, the more likely they will be to give you their information.

Lastly, consider encouragement to get an email address.

These days the internet abounds with forms, questionnaires, and there’s a pervasive, give-me-all-your-personal-information attitude.  I can’t speak for everyone, but that has definitely affected the way I distribute my contact information.  Now, I adhere to the, ‘only if I absolutely must’ attitude.  So, if you want an email address, consider offering something for it.  Using the business coach example we used earlier, perhaps a summary of the top ten reasons why people don’t succeed and a synopsis of how to avoid them.  Or, if you’re in the position to do so, a free pass to a seminar to talk about your services.  Whatever you decide to use, consider it from the point of view of your prospective clients.  If you were in their shoes, would you give your email address for what was (or wasn’t) offered?

The first step to designing a website should be the most important in the entire design process.  Determine the purpose for your website, and implement a clear, concise, and obvious call to action.  Keep it simple, ensure your prospects’ information is safe, and offer something of value to accomplish your goal.  Doing this will increase the likelihood that a prospect will contact you for your service, especially if your competition’s website is a mere brochure!  And by the way, email me when you create the pen that doesn’t clog.