The number one thing your website must do is have a purpose.
It doesn`t matter how well-designed your website is.
It doesn`t matter how easy it is to navigate.
It doesn`t matter how attractive it is.
If your website doesn`t get your visitors to take a predetermined course of action, it`s a liability.
And according to the dictionary a liability is "something that works to one`s disadvantage."
Unfortunately, there are far, far too many websites on the Internet like that.
To be successful, your website must have a purpose.
And your copy must be persuasive enough to achieve that purpose - whatever it may be.
If the purpose of your website is to collect your visitors names for your newsletter or future follow-up, then your copy should clearly emphasize that, and give your visitors a compelling reason to leave behind their name and e-mail address.
Here`s a perfect example of what I`m talking about:
Dr. Ralph F. Wilson is widely recognized as one of the top international authorities in the field of Internet marketing. Business Week called his popular WilsonWeb.com... "Bar none the best e-commerce resource out there."
Wilsonweb.com has literally a whole treasure trove of Internet marketing resources. But the number one purpose of the website is to get you to subscribe to their "Web Marketing Today" free weekly newsletter.
And with 108,000 subscribers, it`s obvious the website is doing its job expertly.
In the body of the copy, the newsletter is mentioned.
And at the end of the copy, the newsletter is mentioned.
The website never forgets what its ultimate purpose is - to get you to subscribe to the Web Marketing Today newsletter.
But you`re not asked to subscribe in the usual "ho-hum" manner. You are asked to subscribe in a persuasive, compelling manner.
Here`s how Dr. Wilson asks you to subscribe to his newsletter:
Subscribe to our free e-mail newsletter -- Web Marketing Today®, published to 108,000+ confirmed opt-in subscribers worldwide. Just to encourage you to take this step, I`m including three free e-books that you can download and read: The Web Marketing Checklist: 32 Ways to Promote Your Website, 12 Website Design Decisions Your Business Will Need to Make, and Making & Marketing E-Books, each worth $12 -- just for subscribing. No catch.
Dr. Wilson puts his visitors minds at ease, and alleviates their hesitancy to leave behind their name and e-mail address by loading up on the freebies.
In closing, give your website a purpose and you`ll be that much closer to success!
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