The problem I see a lot of people struggle with is that they are trying to do too much with their web site;
- They are trying to sell a product
- They are trying to get people on their subscriber list
- They are trying to give information to their employees
- They are trying to get new Business
- They are trying to get information to customers
- They are trying to give information about the community
Just hold fire a minute and zero in on the ultimate goal of the site. What is your site's primary objective?
You need to have one goal for the site or at least one goal for each page.
**Your website Only Needs To Do One of The Following 2 Things
To help your thinking in this there are really only two things that a web site should do. If you are in the position that you can sell directly over the web that is what you need to do - you need to be selling through your website.
If you can't do that, and there are a lot of companies that can't due to the type of Business they are in, then you need to be getting people's contact information. That is it. Just two things.
Either sell to visitors or get their contact information.
Once you realise this, and it might not be a nice thing to hear, because you might look at your site and think that lots of your pages are now redundant, or that certain pages don't sell anything or get contact information. You might realise that specific paragraphs aren't getting contact information for you or selling anything. The entire creation and copywriting process of your website becomes a totally different exercise.
But if you don't focus on one of those two things then nothing is going to happen. I know from experience that not many visitors will read through your Homepage, through the about page, through the services page and then dawdle along and click on contact and say;
"I will go to the enquiry form and see how much do you charge."
You might get the odd one. But you are not going to get tens, thousands or tens of thousands. You need to sell something or get contact information. Your website needs to be a machine that does one or both of those things and that is it.
This article is an excerpt of "From Zero To Hero" - a free 30-minute Audio Masterclass you can download here: http://www.websitemarketingbible.com/marketing/
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