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Fifteen Web Design Secrets for Attracting Clients- By Andrew Neitlich
7. Start with a headline that gets the prospect's attention. Design a headline that generates curiosity in the prospect, and gets them to read more. Come up with a story or enticing statement that tells the prospect that you have information that he or she needs in order to make more money, save time, look good, or feel good.
8. Use subheadings to keep the prospect's attention. Tests show that long copy generates more response than short copy - despite what many graphic designers wish were true. However, to keep the prospect's attention, break copy into pieces separated by attention-grabbing subheads.
9. Write in clear English. Avoid technical jargon. Write your copy as if you were talking to the reader. If your prospect is technically oriented, provide a separate section about specifications, but make sure that this section explains how each technical feature achieves specific results.
10. Include testimonials. Testimonials, especially with photos of your clients, will establish your credibility and prove that you are unique. Seed these throughout your site, not just on a unique page.
11. Include case studies. Case studies about your results will also build credibility. However, make sure that the case studies are written in a way that applies universally to your target market. Write from your prospect's point of view, including the problem, what it costs people in your target market, your solution, and specific results that your solution brought.
12. Make sure that your copy shows why you are uniquely able to solve the prospect's problem. A good web site shares a complete marketing message - the problem your prospect faces, what the problem costs, your solution, and why your solution gets better results than anybody else. It does this without appearing to make a sales pitch, but instead by providing education and information that matters to the prospect.
13. Design the web site so that the prospect goes where you want him or her to go. Avoid links that allow the prospect to leave your site, and too many choices that keep the prospect from navigating to offers for free information or services.
14. Make the web site personal. Technology clients buy from people, not from companies. Consider including a photo, or providing one or two personal facts about yourself and other consultants in your business. That way, clients will know that they are dealing with a real person.
15. Include a section that tells the prospect about you and your services. Some portion of the web site should be devoted to your services and qualifications. The problem with most sites is that they focus too much on the consultant, and too little about the prospect or client. Allocate 10% of the overall copy to a section that answers frequently asked questions, and to an overview of your credentials and background.