| Even though millions of words have been written | | | | the opportunity to order right up front, while the rest |
| about business web site design, marketing experts | | | | of the site should reinforce the desire to buy. People |
| and web developers often seem to forget that | | | | like to make purchases from someone they know, |
| business web sites must be designed for profit. Even | | | | so tell them about yourself. Communicate your both |
| the experts sometimes assume that all you have to | | | | your personality and your expertise.5. Present a |
| do is take the right technology, add a few gimmicks, | | | | Consistent Look: Use your corporate logo and colors |
| and stir in a bit of hype, and your business web site | | | | on your site. Colors and logos are an important part |
| will miraculously make sales.Unfortunately, they are | | | | of your brand identity and they connect your site |
| dead wrong. It simply isn't logical to expect your | | | | with your other marketing materials. Use a consistent |
| technology or graphics to close a sale. In fact, | | | | framework for your site pages. Put your logo and |
| assuming that slick design or a state-of-the-art | | | | navigation elements at the same location on every |
| shopping cart is going to "pull" sales is like believing | | | | page. This lets your visitors focus on the content, |
| that a beautiful sports car will run without an engine. | | | | instead of wasting time searching for what they |
| Yes, it looks nice, but it doesn't get you | | | | need.6. Provide Answers: Enhance your credibility by |
| anywhere!Instead, you must construct your business | | | | anticipating your customers' questions and giving |
| web site based on tried and true principles of good | | | | them the answers. Explaining important concepts |
| old-fashioned salesmanship. I don't mean the sort of | | | | related to your industry demonstrates your expertise. |
| pushy salesmanship that leaves many people cold. I | | | | Informed consumers make better purchasing |
| mean the type of salesmanship that is considerate of | | | | decisions: better for you, and better for them. |
| your prospects' needs, and that doesn't make it | | | | Create a "Frequently Asked Questions" page or a |
| difficult for them to make a | | | | topically organized help page. Remember to explain |
| purchase.Straightforward, honest, intelligent | | | | why as well as what and how. Use your customer |
| salesmanship is what drives the following 7 forgotten | | | | service and sales staff as a resource for this content. |
| rules of business web site design:1. Design to Sell: The | | | | You may save yourself some support calls!7. Keep It |
| primary goal of your site is to sell someone on | | | | Simple: Avoid confusion at all costs. Nothing will drive |
| purchasing your products or services. If your site | | | | a customer away faster than a confusing site. |
| doesn't do that, then it is not an effective use of | | | | Planning your site organization in advance is critical to |
| your funds. Make visitors comfortable with the idea | | | | building a coherent visitor experience. Use scripting |
| of doing business with you. Calm their fears and | | | | and graphics sparingly and intentionally. Visitors don't |
| boost their hopes.2. Identify Your Company: The first | | | | return to a business site because of the pretty |
| thing visitors want to know when they arrive at your | | | | pictures; they return for the content.You need to be |
| home page is who you are and what you do. Your | | | | aware of these rules even if you aren't the one |
| home page should clearly identify your business and | | | | designing your site. After all, you are the one who |
| describe the products and services you offer. Be | | | | knows your business best. You know your |
| concise. You only have a few moments to grab the | | | | customers' needs. So it is your responsibility to guide |
| attention of your visitor and get your point across.3. | | | | your site designer and developer.These seven |
| Explain Your Competitive Advantage: The next thing | | | | forgotten rules of profitable site design may not |
| your visitors want to know is why they should buy | | | | seem very glamorous. But if you've broken just one |
| from you instead of your competition. Describe the | | | | of them, it's a sure bet that your business web site |
| advantages you offer that win customers and bring | | | | probably isn't making as many sales as it should.James |
| them back to buy again. A prospect won't know | | | | Byrd is the Vice President of Logical Expressions, Inc. |
| why you are the best unless you tell them.4. Compel | | | | ( With over 20 years of experience in IT applications, |
| Visitors to Buy: Don't make visitors search for a way | | | | he combines business knowledge with technical |
| to buy from you. A business web site should present | | | | expertise to develop Web sites that work. |