Does Your Site Have Stopping Power?
About one in every ten sites I visit succeeds at keeping me
around longer than a minute. I'm usually in a hurry when I surf
the web, and I'm not alone.
Actually, the term "Web surfer" is a misleading one. Not too
many people I know actually "surf" the web at a leisurely pace.
Instead, most times they are on the web they click and click in
a frenzied search for something in particular. Perhaps a better
term than web surfer would be "Speed Clicker."
Once you come to accept that fact you'll see why it is crucial
to give your visitors a reason to slow down as soon as they
arrive at your site. Too many webmasters don't do this right
away and risk losing another web surfer and potential customer.
Slowing your visitors down a little is the first step in getting
them to actually stop and stay a while. If you can accomplish
that you'll be on your way to generating a new subscriber or
customer. And ain't that what it's all about?
OK, so now that you know that your number one task is to slow
down these speed clickers, I'd like to share with you exactly
how to do it...
Once you're sure your website loads quickly and looks
professional, it's time to post your "slow down" sign right at
your main page. No, I'm not talking about one of those tired old
"under construction" signs. Instead, I'm talking about smacking
your visitors right square in the eye, with a compelling reason
to calm their pace a bit and investigate your site further.
No, it is not done with fancy graphics or technology like audio
or video. It is best done with the number one tool at your
disposal -- words.
But before you start thinking up some catchy headlines or
attention grabbers, I'd like you to throw those tired old axioms
away. Instead, take a moment today and consider why these "Speed
Clickers" have happened upon your site in the first place.
What are they looking for? As a webmaster it is your
responsibility to know what your best prospect is thinking and
searching for. If you plan to have a successful web business,
most of these speed clickers should be hoping to find the very
things you've built your business on. Do you know what they are?
Here's a little help. Ask yourself these questions...
What is the main benefit(s) your prospects and customers get
from doing business with you rather than the competition?
Are your prices the cheapest? Is your selection the largest? Do
you offer a unique technology? Do you cater to a special niche
market? Do you offer free assistance others can't?
If you can't think of at least one main benefit you'd better
work on building one into your business. Not only is it crucial
to your success, it's the only way to slow down those speed
surfers -- by simply telling them THEIR benefit as soon as they
arrive.
So were you able to come up with at least one solid benefit?
Good for you. Now put it into action. First put the main benefit
or benefits of doing business with you into a sentence.
Need an example? Here's my sentence...
Visitors to bizweb2000 receive high quality online marketing
assistance (with no fluff!) from a guy who has been making his
living from the Internet since 1996.
As you can see from that sentence, the best benefits I can offer
to my website visitors are:
- quality, no-nonsense help - my experience as a full-time web
marketer
You'll see this message prominently displayed at my home page.
No, not in those exact words, but through a more powerful method
of delivery -- from the mouths of my customers. This is my slow
down sign -- and it works.
I invite you, scratch that, I CHALLENGE you to come up with your
own "slow down sign" at your website. Spend a day if necessary.
If you have trouble coming up with anything, contact some of
your best customers and ask them why they do business with you.
You may find that their feedback provides all the stopping power
your home page needs!