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Fifteen Web Design Secrets for Attracting Clients- By Andrew Neitlich
Following are fifteen crucial elements that a web site needs to have in order to be an optimal business development tool.
Set the right goal and design your web site to achieve that goal. The right goal of any professional services web site is to get the prospect to give you their contact information, or to contact you directly. Unfortunately, most web sites appear to have the goal of telling prospects all about their services, and fail to do an adequate job of compelling prospects to respond. Start with the right goal.
Design the web site to be 90% about the prospect, and only 10% about your services. Prospects want to get insight about their most pressing problems, how to solve them, and how to improve results. They do want to learn about who you are and what you do - but only AFTER they are convinced that you understand their problems, opportunities, and needs. Therefore, web sites should focus primarily on the prospect!
Offer a compelling reason for the prospect to give you his or her contact information. The first page, and almost every page of your site, should offer a newsletter, free information product, or other offer that addresses the prospect's situation and compels him or her to sign up. That way, you have the opportunity to continue to establish credibility with your prospect, and to stay in touch.
Offer plenty of free, valuable information and educational products or services on the web site. Prospects will rarely engage your services after a first glance at your web site. However, they will agree to receive information that they perceive to be valuable. Articles, CDs, videos and seminars about their problems and how to solve them (not sales pitches!) will establish your credibility, build trust, and get the prospect to want to know more about you.
Focus more on telling a good story than on fancy graphics. Some designers still don't believe this, but test after test shows that copy is more important than design in getting prospects to take action and respond to your offers. A well-told story that matters to the prospect is much more important than great graphics. In fact, graphics that are distracting or that take too much time to download can hurt response. Therefore, design the web site with a focus first on strong copy that tells a compelling story, and second on graphics.
Focus on results first and technology second. Prospects want results, regardless of your technology. Write your web copy accordingly. For instance, instead of writing about the specifications of your backup solutions, tell the prospect that you prevent businesses from shutting down - sometimes for good. Similarly, rather than write about how you implement PeopleSoft solutions, describe the ways that you reduce employee turnover and save clients tens of thousands of dollars in payroll processing costs. Finally, if you are a web designer, don't brag about your awards but instead show prospects how your work will help them attract clients and make more money.