The Biggest Mistake You Can Make With Your Website

So you want a website. Or, perhaps, you have a website and it just is producing the kind of results you want.

When I speak to website owners I ask them one very simple question. A single question that should guide all the other decisions you need to make about your site.

Can you guess what it is?

"What is the purpose of your site?" or said another way "What action do you want a visitor to your site to take?"

Often when I ask this question I get a blank stare in return. Most web designers">web designers never ever think to ask this question. They'll ask what sites you like, what your logo looks like, what color scheme fits with your brand and so on. All good questions but not important at this stage.

What do you want people to do? Go to Google.com and take a look at their page. I think it is immediately obvious what they expect you to do: To perform a search. Yes there are other options and links on the page but really their main goal is to get you to perform a search.

So for your site what is your goal for each visitor? Maybe it is to call you? Maybe it is to sign-up for your newsletter, maybe it is to actually make a purchase...

Whatever your desire should drive all other aspects of your site.

So how would you apply this? Well lets say you want them to sign up for your newsletter. If that is the case you need to make it virtually impossible to come to your site without signing up. How would you do this?

Firstly, actually make it EASY. Put sign-up forms everywhere. I see some sites where I have to hunt around for ages to find out where to sign-up. by about the 3rd click I just give up - lost client right there.

Secondly, induce them. The old WIIFM (What's In It For Me) syndrome. Why should they sign up? What exactly do they get? You need a free widget. Maybe a free report or a CD or an audio interview or a money off coupon - whatever makes sense for your market.

So think about it. Work out what action you what each visitor to your site to take.

By the way - if your web designer (or potential web designer) never asks you this question RUN AWAY QUICKLY - you may end up with a pretty site but it will almost certainly not produce the results you would like.

Good luck!