Over and over again, people ask for a Web site critique and it turns out their site doesn`t do a good job of selling. There`s no offer for the customer, nothing to tell the viewer what`s in it for them. There isn`t a memorable layout, a tag-line, immediate message, and so forth and so on.
In fact, many times there isn`t even any kind of "action" request or reference to how to contact the business.
So many business owners seem to think that when anyone clicks on their site, arriving at the "landing page" (home page), they`ll just figure it out somehow. Alright, so let`s look at the same concept differently.
Suppose you reduce your home page to a 5x7" landscape postcard. If you want, you could do the same and reduce it to a standard 8.5x11" piece of paper as a flyer. You take it to a printer and have them run 1,000 copies in color.
Then you send this card or flyer to local businesses, or to a targeted list of potential customers in your local area.
Now imagine YOU are the person receiving this piece of "junk mail." The only thing on the postcard is a screen-shot of your home page. That`s it.
Would you have a clue as to why you were receiving that piece of mail? Would you understand what the company was trying to accomplish? Would you be interested? Would you save that postcard for later action?
Go ahead and call up your own home page. Print it. Then put it on the kitchen table. Walk away from the computer, sit down, and look at what you`ve printed. Is it interesting? If you received that piece of paper in the mail, what would you think?
What`s the difference between a casual visitor clicking on your home page, versus you sending out a picture of your home page to homes and businesses around the country?
If you can`t sell someone with a picture post-card of your home page, then you`re surely not going to sell them online when you have 4 seconds to convince a visitor to "do" something. Right?