Making a Stand-Out, Outstanding Web Site
AWeb site that only has products listed or shown will not entice visitors to stay or to come back often. In addition, it will not rank high with the search engines that are looking for good content. Although it is suggested to set up a blog (see below), you still want your Web site to be informative and interesting. You may conduct an aggressive advertising campaign, implement a multifaceted viral marketing program, and participate in several affiliate programs, but if your Web site is not content-rich, you are not going to bring in traffic. Content that is helpful, entertaining, valuable, informative, and educational can attract and retain visitors and potential customers more than any other promotional tool.
If your Web site has only products and prices, do not expect a lot of return traffic. But regularly updating your site’s content can enhance credibility and make you more competitive. People will want to return to your site because they know they can always learn something new about their personal interest. It is essential that your Web site immediately lets your visitors know they came to the right place for what they want. If you can meet your visitors’ needs, then display this information clearly and concisely on all your Web site pages.
The Web site is important to 1) to show off and sell your merchandise, 2) to build community and traffic, and 3) to increase the search engine optimization ranking. Placing SEO keywords into the copy needs to be done on all your Web pages. You also need to clearly define your company and its products on each page, as visitors can come in on any page on your site. How often does a search engine send you to a page that has interesting information, but you do not know where it originated? The Internet is not like reading a book with a beginning and end. On a Web site, visitors can go in various different directions. Unless you redirect them to your homepage, they may never get there to buy your products.
At the very least, have a similar header and footer on each page, with a menu and links of additional pages. You should also have a brief paragraph at the top left corner of each page to orient the reader. What Web site is associated with this page? What information can you find here? How does the visitor get back home? This not only helps the searcher know what to expect, but it provides additional information for the search engines.
Web site writing does not have to be like writing a best-selling novel. It just needs to be descriptive and have creative use of the keywords that people may enter into the search engines for this information. You want to let the users know about the products and information they can find in the pages of your Web site, and the search engines know what people can find when they arrive. Adding keyword phrases does not mean that it is proper to write a sentence such as, “Drinking dairy milkshakes is like drinking dairy milkshakes.” It is easy to pick out Web sites that have been inaccurately optimized because the same word is used in headlines, copy, and links even when they do not make sense. Nor is it appropriate to write hard sales copy that promises that you can offer everything under the sun. People see enough advertisements during the day; they are going to your Web site to learn something, not be bombarded with hard sell.
The following are different ideas for adding to your homepage and additional pages. Of course, you do not want to include all these on your homepage. Yet in follow-up pages, you are able to offer the readers a great deal more solid material. If you have a blog, remember to include an update notice to let visitors know there is new information. Include a table of contents on your homepage with the information available on other pages and a site map. People look for information in different ways.
Voice Your Own Thoughts
You want to use your expertise to rate products and recommend which ones are best depending on the situation. This does not only have to be products that you are selling; it can be books, music, clothing, restaurants, artwork, or anything of interest to others. If they respect your input about the products you sell, they want to hear about your other thoughts as well. But nor do you always have to agree with everyone else. There is nothing like good controversy to raise interest. If you feel differently from others about a book you have read or a movie that everyone is discussing, do not be afraid to shake things up a little.
This will also encourage other people to write in, which is another way to get visitors to keep coming back to you site. As an expert, you can also evaluate other Web sites and Internet resources, such as e-books and e-zine articles. This interaction with your visitors establishes closer relationships, helps you better understand their needs and interests, gives them a means for addressing their suggestions and complaints, provides an avenue for their feedback on your products and services, and assists in building a loyal community. At the same time, you are getting fresh content for your site that both the visitors and search engines love.
What Do Your Visitors Think?
Another way of inviting people to your Web site is by taking a poll or survey on a specific product or topic of interest that has to do with your theme. For example, if you sell DVDs and CDs, you can ask your visitors about their feelings on the latest trend of product placement, where advertisements are subtly integrated with online quasi-documentaries and real-life situations. Or you can ask, “What did you think of this week’s editorial?” A survey is no longer than eight questions, with “yes” and “no” responses. This can give you more information about your visitors’ demographics. Offer a discount or free e-book to those people who participate. This is also another way to generate names for e-zines and e-mails. Just make sure that people agree or “opt in” to this service.
You can also ask your customers for comments on your business and Web site. What do they like or do not like? What would they change? What suggestions do they have for other information? How was their buying experience? Be sure to provide an overview of results, if you decide to take this route. Your readers will want to know what others thought.
Encourage a Give-and-Take Relationship
You always want to hear from your customers and other visitors. The more that they participate and become involved with your Web site, the more they will be willing to turn to you when buying your specific product line. Getting feedback also gives you a better indication on whether your products are on-par with the demographics or need to be altered. For example, if you are getting mostly baby boomers to your Web site, you may want to add products that are more geared to older consumers, or better highlight those that you already sell.
Your visitors also like to hear from one another, as they become part of a community of people who have similar interests. On every page, offer a link for an e-mail address or feedback form to let visitors write in with their comments, opinions, and suggestions. You should also noticeably display the company’s full name, phone and fax number, and physical location. Some e-commerce sites only include an e-mail or, even less frequently, an e-mail form. As online consumers have become savvier, they are starting to shy away from those Web sites that do not provide specific contact information.
“All About Us” Information
Similarly, people want to know about your business. How do they know you are reputable, offer a reliable service, and provide quality product for their money if they do not know anything about you? Being associated with Amazon is a big plus for credibility. But more references are needed. People want input. Who are you? What products do you sell? How many years have you been in business? Why should they purchase an item from you instead of the hundreds of other vendors who sell similar merchandise? What are your quality standards? What features and benefits do you offer? How do you rate with your customers? Prospective customers who are making a buying decision should be able to find all the facts they need to make that choice without having to call or e-mail you for more information.
The No. 1 Source
Your visitors are curious and want to increase their knowledge base. Offer a library of articles that may be of interest, in addition to your own blog and newsletter articles. If you are keeping up with changes in your products or your industry in general, you probably read a number of items of interest. Do not provide a link to those articles, because you do not want to lose your potential customers as they wander off to another site. Rather, copy them right into your library and give credit to the source. If the article is copyrighted, it might be a good idea to clear this with the owner of the information to avoid copyright infringement. Always let the sources know that you are adding their information to your Web site. Reciprocity is a great way to let people on other sites know about your products.
Get a FAQs Page
A Frequently Asked Questions (FAQs) page can provide information to your visitors, build trust, and keep you from getting the same questions over and over again. Even if you do get an e-mail on the subject, you can respond by giving the link for additional information. The FAQs should, at minimum, help visitors learn more about products that are listed, explain how to order products, provide information on shipping and days to receipt, give an overview of the refund policy, tell how to give feedback for a product and service, and how to reach the company.
Depending on your Web site and other communications and offerings, such as blogs, e-zines, e-mails, and special bonus days, your FAQ will have different questions and answers. When you write it, put on your “customer hat,” so you can cover as much needed information as possible.
Testimonials and Positive Comments
From time to time, you will receive an e-mail from a customer who is pleased with your service and/or products. E-mail back with a thank you and ask if the comments can be made public with or without a name. Whenever other media, such as a Web site or newspaper, mentions your company, be sure to highlight that on the homepage.
Clean Web Site Design
Web site visitors like pages that are clean, clear, and easy to read and navigate. It is fine to use widgets or other design elements to spark up your page, but too many bells and whistles make the readers too disinterested to stay put. Grammatical and spelling errors on Web sites reflect the quality of your products. Poor Web design does the same. When the Web first started, everyone’s page looked the same, with straight copy and a variety of colors. Then, when new design elements came in, such as animated gifs, audio, and video, there were numerous pages that were weighed down with way too many extras.
Now, as ever, the best approach is moderation. Because visitors like pages that download quickly and with easy-to-find, relevant copy, find a good compromise between too much and too little copy and design. Just as in print, white space is important in Web design as well. You do not want to cram too much onto a page or have such small type that it is barely readable. You also want the visitors to find the Table of Contents easily. Yet, you do not want links on the top, sides and bottom of each page. Having this information in multiple places will be helpful. Just because you see a design that works well at one Web site does not mean that it will be just as effective for yours. Similar to your Web site copy, you need to know what is best for your visitors. You can also run surveys about your design, similar to those mentioned for Web site copy, to see if you are meeting your users’ visual needs and interests.
Privacy and Safety/Security Assurance
Amazon is gathering information about your customers at all times. It is important for your visitors to know your affiliation with Amazon and the company’s privacy notice. Supply a link for more information. Customers should also be given the link to Amazon’s safety and security tips, and to the A-to-z Guarantee plan.
Your Amazon.com Bill of Rights
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